Don't Just Share Information. Share Stories That Make It Relevant.

I’m an information addict.

I’ve been one since I was a kid.

It’s not something I’m super proud of — but it’s something I’ve become known for. (Yay me!)

When I was in the third grade during the ‘70s, a travel agent came to our class to talk about what it was like to do what they did. (I have no idea why they were there. None of us was going to any of the exotic locales being discussed any time soon.)

The mistake this travel agent made was telling us that the agency where they worked would give people free brochures about different travel locations around the world. All one had to do was mail in a written request.

BOOM. That was all I needed to hear.

I can’t remember how many requests I sent — but it was a BUNCH! Someone at that office — God bless them — indulged me over and over again. I received brochures about Hawaii, Europe, and so many other places around the world.

I didn’t read the brochures. Words like “accommodations”, “estimated costs,” and “itinerary” held no meaning for me whatsoever.

What I did do, though, was collect those picture-filled booklets, feeling satisfied that I had them in my possession.

It was information. And I loved it.

Fast forward 50+ years, and I still have a tendency to collect information for the sake of, well, collecting.

But what I’ve begun to notice is that the only time I actually do something with a piece of information is when there’s a story attached to it that provides context.

If that story:

• Is one I can see myself in;

• Resonates on an emotional level with me;

• Shows me that I’m not the only one in the world who has been thinking about or struggling with whatever the topic might be; and

• Helps me see the downside of NOT acting on that information

…then the odds of me using that information increase exponentially.

And when I use the information someone provides and it helps me overcome a challenge, solve a problem, learn a new skill, or feel empowered (or entertained or seen or understood), then my trust in that person begins to grow. And that means I’ll keep going back to them again and again.

All it took was a story to create a spark that led to action.

No matter how great your information is, if your audience doesn’t feel compelled to act on it — they won’t experience the results your expertise can deliver. As a result, trust becomes MUCH harder to build.

So, share your expertise, your data, your information. But share it with a story that makes people care enough to do something with it. Once they see the results it delivers, they’ll understand how amazingly brilliant you actually are.