When Your Brand Design Tells the Right Story with Shane Lukas

“Your stories are building bricks of belief in your brand."

SUBSCRIBE HERE

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How do you sell something your customer can’t see, touch, or fully understand?

Shane Lukas has spent decades helping professional service providers do exactly that by using story as a tool to create trust, clarity, and emotional resonance.

In this episode, Rain and Shane explore how narrative makes “invisible” value tangible. From accountants and coaches to consultants and creatives, anyone who delivers a process or service will benefit from Shane’s simple but powerful storytelling framework.

Together, they discuss the importance of transformation-driven messaging, the psychology of pre-sale belief, and how to guide your prospects with authentic case studies that show, not just tell, what you really do. This is a masterclass in making your message matter.

In the episode, you will learn to:

Sell intangible services by framing the emotional outcome, not the technical details
Guide potential clients through stories that build trust before you pitch
Use transformation case studies to prove your value without overselling
Understand why people buy with emotion, not logic—even in B2B
Reframe your sales process as a storytelling journey

“Your stories are building bricks of belief in your brand."

- Shane Lukas

If you want to learn how to build a company that attracts outspoken brand advocates, this is the episode for you!

Loved this episode? Leave us a review and rating here:

https://podcasts.apple.com/us/podcast/the-storytelling-lab/

https://open.spotify.com/show/4lzDYE3HbAwTSmUYBXuMZp

Some of the highlights of the episode:

00:00 – Cold Open: Selling the Invisible
01:05 – Meet Shane Lukas and A Great Idea
03:22 – Why Services Are Hard to Sell
05:40 – What Clients Really Want Isn’t the Deliverable
08:10 – When People Don’t Understand Your Value
10:12 – How to Build Trust Through Story
13:05 – From Transactional to Transformational Messaging
15:48 – Case Studies That Create Emotional Buy-In
18:19 – Making the Invisible Tangible Through Narrative
20:46 – Why Logic Doesn’t Lead to Belief
23:05 – Storytelling as the Real Sales Strategy
25:22 – The “Before and After” Structure That Works
28:04 – Clarifying Your Process with Story
30:27 – Selling Outcomes, Not Activities
33:16 – Teaching Teams to Communicate Value
35:44 – Your Brand Is Built on Repetition
37:59 – Translating Systems into Emotional Resonance
40:50 – Helping Clients Feel Their Own Future
43:42 – Using Stories to Remove Sales Friction
46:10 – Words That Create Emotional Connection
48:55 – Letting Belief Do the Work for You
50:37 – Final Thoughts on Earning Trust
52:17 – Wrap-Up and Where to Learn More

When Your Brand Design Tells the Right Story with Shane Lukas

SUBSCRIBE HERE

In the episode, you will learn to:

“Your stories are building bricks of belief in your brand."

- Shane Lukas

Some of the highlights of the episode:

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