Story Telling

Unifying the art of inspirational narration with the skill of logical persuasion

This training is the culmination of over 15 years of intense investigation into the works of world renowned orators, playwrights, literary authors, politicians, litigators, humanitarians, business leaders and 5 of the 7 top business consultancies.

Unlike the “Hollywood” version of story telling, a trendy fad of the unambitious adopters, Louws instead embraced the story telling fundamentals of contemporary, hard hitting, compelling masterpieces such as American Political Drama and Thrillers, House of Cards and Scandal.

We also included British Period Dramas such as Downton Abbey, (of course), Doctor Who and Spooks. The genius of Blackadder and Monty Python was also explored.

Finally we tapped into the brilliance of American Television Dramatic writers such as David Chase of Sopranos fame, Michael Crichton’s ER and Alan Ball’s Six Feet Under.

Our goal was singular. Identify the magical ingredients necessary to turn stories into legends.

It has been designed for multiple agency teams including Account Service, Creative, Digital, Analytics, Media and Strategy and Insights. It has also found a perfect nitch for those instrumental to winning new business for the agency.

Brief Insight into the training:

We identified the 4 essential parts to StoryTelling.

The training will teach and coach the skills necessary to creating an inspiring story out of any subject.

Part 1: The Setup

Undoubtedly, this is the most important part of storytelling.

Through experience we know it’s where you win or lose your audience.

Many presentations and speeches take over 5′ to get to the point, whereas if you take a lesson out of Dramatic TV, the point is often established, with a twist, within the first 10″.

Insight: “I want to spend less time talking about myself, and more time listening to what other people have to say about me.” – Jarod Kintz, I Want.

Part 2: The Story

Even with an exceptional setup, this is where many again, risk losing their audience.


By laboriously taking them through “telling them what you are about to tell them”, one of the most prevalent teachings for how to effectively present.

StoryTelling opposes this archaic approach, replacing it with a) approaches that are customized to the audience in attendance and b) simulating prevalent contemporary communication styles, in part, created as a result of the digital and mobile boom of the 21st Century.

Insight: “There is no suspense in inevitability” – Damon Lindelof

Part 3: The Telling

Inspiration, suspense, delight – these are the almost mystical ingredients necessary to bring words off the page and permeate the inner voices of our minds and hearts.

For the agency business, experience has taught us that telling the story well is one of the core skill sets needed to obtaining client agreements and approvals. It is a central component to Louws StoryTelling training.

Insight: “Motivational speaking is the art of telling people what they have been told before … without them noticing.” – Mkokoma Mokhonoana

Part 4: The Close

Like the “California rolling stop”, knowing when to shut up is tough. There always seems to be “just one more thing”.

As comedians should “leave ’em laughing,” speakers should “leave ’em thinking.”

Closing the case, is an integral part to culminating a story that prompts spontaneous emotion and applause from an audience.

Insight: “In literature and in life we ultimately pursue, not conclusions, but beginnings.” – Sam Tanenhaus, Literature Unbound.

The Training Curriculum:

There are three Phases to how the training is conducted.

Phase 1:

StoryTelling – the magical insights into what turns stories into legends and inspiring narratives.

Ample opportunity is provided for students to practice each skill as it’s taught, using 9 highly engaging and enjoyable exercises. This is done both individually and in group settings.

In addition, we use clips from the multiple sources previously mentioned, to show how they did it right, highlighting each element of StoryTelling, followed immediately by students applying these skills to their own business and practice.

Phase 2:

A Presentation Template is provided specific to presenting to senior management and executive decision makers.

The backbone to the template is a direct result of investigating how 5 of the top 7 business consultancies present to their clients and internally to their own senior management.

It is, in large part thanks to their contributions, that Louws has been able to translate artistic StoryTelling geared for entertainment purposes into a business relevant approach, the consistent failure we ran into when assessing this training against those who were Hollywooded.

If you know anything about decision makers, they want it straight, they want it now and the rest be damned. Addressing that attitude while integrating the skills of the story teller, is what makes Louws training like none other in the market today.

Student have often referred to this Phase of the training as: “The Cliff Note approach to telling a story”.

Phase 3: (optional)

A fully customized, company specific Presentation Template can be created for use in the training and in the application of students’ training of their reports.

Louws has also developed the expertise to customize presentation templates specific to the following:

  • Advertising Campaigns
  • Media
  • Creative
  • Analytics
  • Digital
  • Strategy
  • Brand or Product Marketing Plans

Please ask for details as there will need to be lead time given to create the templates before the training is conducted.


The training is designed as either a 1 or 2 day program dependent upon the expected outcome, level of student, and number of students to be trained.

This training can also be fully customized to your New Business core team, integrating it into Louws New Business Training syllabus. In addition, it can be trained and coached against a “Live Opportunity”, an approach that has proven to be extremely popular.

Please discuss with your Account Director or call the Director of Client Services for Louws at (520) 664-1881. We can also be reached at

1 Download Available for More Information on Storytelling:

  1. Introduction to Storytelling

Agency Storytelling Downloads

For immediate access to one or more of these downloads, please complete the form below.



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