This week, I had the opportunity to speak to a group of awesome entrepreneurs about powerful stories, stories that sell. The nice folks in the audience are required to market their products and services to keep the lights on and the mortgage paid, etc. so they were pretty receptive to what I had to say.

As you’re no doubt aware, there are some pretty awful ways to market yourself–cringe-inducing, in fact–and there are some super compelling ways. Like, suddenly, you have no idea why you need that Tesla and a can of Diet Coke. Especially since you don’t even drive or consume soda.

The expert-positioning story, also known by the names signature story, hero story, branding story, yadda yadda, is the king of marketing stories in that it magnetizes your perfect customer to you, while repelling those who basically dislike everything you stand for, right down to your breath. Even after you’ve brushed your teeth, gargled, and flossed.

I thought I’d share this 20-minute presentation with you so you can put together your own expert-positioning story, which, by the way, you’ll need for your expert-positioning book.  (Just think, you’re getting a head start.)