Craft a Million-Dollar Story: Takeaways from Jay Baer

Ever wonder what separates a good story from a million-dollar story? Jay Baer, a celebrated public speaker and marketing thought leader, has a few answers. In his hit podcast Standing Ovation, Jay dissects how top speakers tell stories that captivate audiences, build credibility, and even generate revenue. Through humor, insight, and practical advice, Jay shows us how crafting memorable stories can elevate your message in podcasts, public speaking, and even brand marketing.

Let’s dive into some storytelling tips from Standing Ovation and Jay’s interview on Sound Judgment. Here are eight essentials for storytelling that truly leaves an impression—and might even add value to your brand.

1. Know Why Your Story Works (and How to Make It Better)

Your story is valuable. Are you taking the time to understand why?

Jay observes that many speakers and podcast hosts perform on instinct, without analyzing what makes their stories effective. But a powerful story can become a “signature” worth millions. By honing your stories over time, you turn them into polished assets that audiences remember and revisit.

How to Start: Jay recommends a deep dive into your own content, especially for those in podcast storytelling. Dissect your episodes or keynote talks, focusing on elements like:

• The confidence of your delivery
• Sound quality and tone
• Story structure, format, and pacing
• Moments that surprise or resonate emotionally

You don’t have to do this alone; work with a guide or a trusted listener to identify patterns and areas for improvement. And remember: take what works, make it your own, and leave the rest behind.

2. Know When to Share Personal Stories

Is it relevant, and does it evoke emotion? These are Jay’s go-to questions for deciding whether a personal story belongs in a public talk or podcast episode.

For example, if you’re hosting a show for small business owners, sharing a personal story of a struggle or lesson can add depth — but only if it supports the topic and resonates with your audience. Emotion is key; it’s what makes stories memorable. As Maya Angelou famously said, “They will forget the words you use, but they will remember how you made them feel.”

3. Teach Like Bob Ross: Entertain and Inform

Audiences expect more than information; they want an experience. Bob Ross entertained while he taught, making viewers feel part of the creative process. Jay calls this approach a “living case study,” and he applies it to Standing Ovation by unpacking real, successful stories that entertain and teach simultaneously.

Action Step: Next time you share a story, ask yourself: Am I offering just information, or am I crafting an experience? Give listeners a reason to feel invested and entertained as they learn.

4. Create a Sense of Belonging

One of Jay’s secrets to audience engagement is giving listeners a sense of “in-group” membership. He calls his audience “Clappers” (a playful nod to Standing Ovation), which turns listeners into insiders.

Want to join the fun? We’re launching a contest to come up with the perfect name for Sound Judgment listeners! Submit your ideas by February 4, 2023, for a chance to win a bottle of Jay’s personal tequila stash. You’ll get a shoutout in our newsletter and on the podcast, too.

5. Make Listeners Feel They’re in the Room

Standing Ovation works, in part, because of the connection between Jay and his guests. He creates a warm, candid atmosphere by inviting guests he already knows, making listeners feel like they’re eavesdropping on an intimate conversation.

To build this level of trust in your interviews, use pre-interviews to help guests feel comfortable, especially if you’ll cover personal or emotional topics. This preparation helps turn a basic Q&A into an engaging, unforgettable conversation.

6. Cultivate Curiosity

Jay emphasizes that curiosity is a non-negotiable quality for great storytelling. If you’re not genuinely curious, you risk making the show about yourself rather than your guest or your message.

Curiosity-driven hosts go deeper, asking questions that lead to surprising, memorable insights. To develop this, stay open to learning and bring a beginner’s mindset to each interview or story.

7. Combine Content with Emotion

“Emotionally rich” stories are what make an impact. Early in his career, Jay learned that audiences can’t absorb fact after fact — they remember how you make them feel. Now, he strategically blends data with story-driven content to create memorable, moving experiences.

Try This: When preparing a talk or podcast episode, focus on creating a balanced flow. Use facts to support emotional beats rather than overwhelm them. This approach, as Jay points out, is a powerful way to leave a lasting impact on your audience.

8. Use Present Tense for Immediacy

Ever notice how a story feels more vivid when told in the present tense? Jay suggests using present tense to immerse listeners fully. Instead of, “I went to a rodeo,” say, “I’m at the rodeo, and the dust kicks up around me.” It’s a small shift, but it creates a sense of immediacy, bringing listeners into the scene.

A Final Note

Jay Baer’s insights go far beyond the stage or the mic. They remind us that great stories require intention, curiosity, and the courage to connect emotionally with an audience. Whether you’re crafting a speech, hosting a podcast, or simply telling a story to friends, these strategies can elevate your storytelling and transform it into something truly memorable.

Ready to improve your storytelling skills? Join our community to get more insights, tips, and resources on storytelling that resonates and converts!