304 – Powerful Business Storytelling Tips with Shawn Callahan of Anecdote

304 – Powerful Business Storytelling Tips with Shawn Callahan of Anecdote

What if there were a way to become seven times more memorable, to uncover a super power you may not realise you already have and build rapport with ease. Shawn Callahan from Anecdote says there is and in this week’s episode of Australia’s best small business marketing show we uncover how you can do it too.

Storytelling is certainly not a new idea, in fact it’s been around for as long as language itself, however in recent times business storytelling is back in vogue in a big way. In this fireside chat Shawn explains that we all tell stories every day but as soon as we’re in a business environment we get all ‘dot-pointy’, sometimes this is a necessity, however we look at ways in which you can inject powerful storytelling into your business.

In this fireside chat we uncover:

  • How story telling in business is seven times more memorable than facts alone.
  • How to take a complex idea and craft a message that sticks.
  • Do we all really have super short attention spans or is there a place for longer form content?
  • How we already possess the super power that is storytelling.
  • How to elicit stories from others and how this is a powerful way to create connection.
  • What do we actually mean by storytelling – what is a story?
  • How story can qualify your character which is often more important than your credentials.
  • The power of specific moments in stories to make them more powerful.
  • Top opportunities to create stories about your business and how to create them.

We also discuss the two major ‘story patterns’ Shawn uses in his business:

  • ‘The connection story’ which gives insight into who you are and establishes some common ground with who you’re speaking with.
  • ‘The clarity story’ which follows the pattern – In the past it was like this, then something happened, this is what I’m proposing so your future can look like this.

We also discuss the best way to write and remember these stories so that you can use them whenever the opportunity presents itself. We even come up with a quick and easy game you can play to master your stories and remember them so you can tell them again and again.

I get some awesome feedback on my new marketing book, I get some listener feedback and give five (or six) book recommendations:

Turning Customers Into Advocates -Amanda Stevens
The Four Agreements – Don Miguel Sanchez 
Chapter One – Daniel Flynn
Youtility – Jay Baer 
Positioning – Al Ries & Jack Trout
The Boomerang Effect – Me




00:40  Welcome & overview
03:35  Today’s guest introduction – Shawn Callahan of Anecdote
04:39  Interview with Shawn Callahan – Part 1
22:40  Insights into Netregistry & Audible
24:24  Interview with Shawn Callahan – Part 2
43:50  My top 5 attention grabbers from my chat with Shawn Callahan
46:46  Motivational marketing quote of the week
46:46  Listener question and feedback
51:59  Wrap-up and insights in to next week’s guests



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Anecdote’s official website

Episode 255 with David Warne about outsourcing to the Philippines

Buy Timbo’s new marketing text book The Boomerang Effect




  1. “A great story is when you can feel something happening.” I’ll take that one step further and suggest that great MARKETING is when you can feel something happening. How are you injecting emotion into your marketing? If you want to learn how then buy my book The Boomerang Effect.
  2. As of right now, look for opportunities to tell prospects stories – these may come from of a question they ask you. Eg “How long have you guys been in business?”respond with story!
  3. Take up that challenge Shawn and I spoke of – come up with a story for three aspects of your business, then share them with a friend and get their feedback. Offer them the opportunity to do the same.
  4. Start your stories with a time marker eg. “A while back …”
  5. Find poignant moments to tell stories about – they don’t need to be amazing, just interesting.




Bertrand Russell once said …

“The time you enjoy wasting,
is not wasted time.”



What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

7 thoughts on “304 – Powerful Business Storytelling Tips with Shawn Callahan of Anecdote”

  1. Great episode. Maybe not the best _ever_, but certainly the best in a while. Heaps of gold in here! Just bought the book…

  2. Loved this one! Listened twice already, and may do one more today. This is what I do! THIS IS my super power…but I want to do it better. I want to teach my sales guys to do it, and I sent them the link to listen to the show…and they did! What was that about Americans not having a problem with telling stories or was it about bragging?? Hmmm…

  3. Karen Johnston

    Hi Tim and Shawn, Loved the episode. Lots of info there Shawn. I am off to buy both your books. Love what you do Tim! Keep it going. Karen

  4. Thanks Karen. If you love my book, send me a audio review / testimonial and I may just play it on an upcoming episode 🙂

  5. LOL. Don’t take it too personally Nick … us Aussies have a thing we call the tall poppy syndrome – It’s when we (not all of us) knock high achievers. A very unhealthy practice, me thinks.

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