Your audience doesn’t need your entire life story.
They need a meaningful moment that helps them feel seen, recognize what’s possible, and understand why you may be the right person to help them move forward.
In this episode of Sales Strategies for Christian Coaches, I’m joined by J. Loren Norris, founder of Story Power Academy and a speaker at Christian Coaches Academy Live 2026.
J. Loren has coached government officials, entrepreneurs, and nonprofit leaders across five nations. In our conversation, he explains how storytelling can help coaches, speakers, authors, and Christian entrepreneurs communicate their credibility without relying on a long résumé or a list of qualifications.
We discuss the difference between sharing a personal story for your own benefit and telling a story that genuinely serves the person listening. J. Loren also explains why the most useful stories are often built around a single recognizable moment rather than an entire personal journey.
In this episode, you’ll learn:
→ Why a credential alone doesn’t establish credibility
→ How client stories can demonstrate your experience and process
→ Why your audience may not care about your story in the way you expect
→ How to help listeners recognize themselves in the stories you tell
→ The three wins created by a story that deeply connects
→ Why authenticity and shared values build trust
→ How to make your story a moment instead of a memoir
→ Why speakers and coaches need a collection of stories
→ How to develop storytelling as a flexible skill rather than memorizing one perfect story
→ How observation can help you choose the right story for the people in front of you
One of my favorite ideas from this conversation is that you don’t need one perfect signature story. You need a growing collection of authentic moments and the ability to shape those moments for the audience you’re serving.
A strong story gives people the context, clarity, and credibility they need to recognize that you understand where they are and may be able to help them reach where they want to go.
Learn more about J. Loren and Story Power Academy:
https://www.storypoweracademy.com
J. Loren Norris will be teaching storytelling in person at Christian Coaches Academy Live 2026, July 15–17 in Milwaukee.
Register here:
F2ITRIBE.COM/CCALIVE2026
