Storytelling and the Art of Persuasion

Stories are at the heart of every culture. They form the foundations upon which our attitudes and beliefs are built, and this is why storytelling and the art of persuasion and influence are so inextricably linked.  

We use stories to draw people in; to shock, surprise, and move them with interesting plotlines and unexpected twists and turns that leave them sat bolt-upright on the edges of their seats. Somehow, when we hear a story, we experience it at such a deep level that it almost becomes our truth, and any message that is embedded within the story becomes etched in our subconscious mind.



The Power to Connect with and Influence Others

No wonder marketing experts are now telling us to use storytelling to express our brand, show who we are, and win the hearts and minds of our clients. When you think about it, it’s child’s play;  however, there is an art to storytelling, and it is easy to get it wrong – by revealing too much too soon, for example – but when you get it right, you will grab attention from the first sentence, keep your audience engaged and guessing how things are going to turn out . . . right until you hit them with the punchline. 

I have shared my story almost 3000 times, from stages around the world, and my first book, Just a Man, sold around a half-million copies and was translated into 10 languages, making me into a Times No.1 bestselling author almost overnight! 

Although I had a very powerful story, I wasn’t very good at sharing it when I first started. Over the last 15 years, through a process of steady improvement, I have honed my storytelling skills to the point that I can move an audience in whichever direction I want within seconds. And now you can learn how to do the same by reserving a place on my new storytelling retreat.

Growth comes from doing.


The iCan Guide to Storytelling

Knowing how to share a story effectively will help you to win that huge contract, close a new customer, or prepare your workforce for a period of change. You can use the power of storytelling in any situation where you want to influence others.

Find out how to structure your story for maximum effect, whether you are speaking at a conference, presenting your new vision to a board of directors, or sharing your brand values with a potential client. Learn how to use timing, pace, and plot twists to excite and amaze people, and discover how to use storytelling to promote your brand, product, or marketing message. 

What you will learn

  • The 9 essential elements to a story with influence

    The often overlooked essential ingredients for any story with influence

  • The 7 habits of highly effective speakers.

    How to deliver your story is as important as the story you deliver.

  • The biggest mistake storytellers/ speakers make.

    This one technique will set you apart from 99% of those sharing a message.

  • How to adapt the same story for different audiences

    The same story can be used in many different settings.

  • Involve the audience to have more influence

    The best storytellers do not stick to a script. They find ways to step away from it and include or involve both the audience and anything else that occurs around them.

  • The science behind storytelling

    Understand the science behind why you should be sharing stories. 

More audience testimonials

Why Richard McCann

Whatever your situation, it takes confidence to stand up and speak. Inspirational speaker Richard McCann used to be terrified of speaking in public. Since first delivering a talk in 2005, Richard has mastered the art of speaking and has shared his own story almost 3000 times. His speaking career has taken him all the around the world, to places such as Canada, Malaysia, Germany, Luxembourg, Iran, and South Africa.


He has also coached over 7000 people during the last 10 years through one-to-one coaching, his presentation skills bootcamps and his 3-day Gravitas Speaker Retreats.



Influence Storytelling Retreat


The agenda may change depending on the needs of the participants.

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  • 10.00 Welcome and introductions.

  • 10.30 - 11.30 How to deliver a story with influence

    11.30 - 12.00  The science of storytelling

    12.00 - 12.30  Reflections on session one.

    12.30 - 13.30  LUNCH

    13.30 - 15.00  The 7 Habits of Highly Engaging Speakers

    15.00 - 15.30  Break & Check In

    15.30 - 16.30  The 7 Habits of Highly Engaging Speakers (Part two)

    16.30 - 17.00  Own the stage

    18.30 - 20.30  DINNER

  • 08.30 - Welcome and set objectives for the day.

  • 08.45 - 09.15 How to start a story with influence.

    09.15 - 09.45 How to structure a story to influence

    09.45 - 10.45 What's your problem?

    10.45 - 11.15  Break

    11.15 - 11.45 The devil in disguise.

    11.45 - 12.15 Going to war.

    12.30 - 13.30 Lunch

    13.30 - 14.30 Winning hearts and minds.

    14.30 - 15.00 What's in it for me?

    15.00 - 15.30  - Break

    15.30  - 16.30  Surprise module. Do not miss this!

    16.30 - 17.30  Let's get creative.

    18.30 - 20.30 Dinner 

  • 08.45 Welcome.

  • 09.00 - 09.30 Are you trying to be funny?

    09.30 - 11.00  Final preparations / planning 

    11.00 - 11.15  Break

    11.15 - 12.30  Final presentations to be delivered to the group followed by evaluation.

    12.30- 13.30  Lunch

    13.30 - 16.30  Final presentations to be delivered to the group followed by an evaluation.

    16.30 - 17.00  Retreat will end no later than 17.00hrs 


10.00 Welcome and introductions.