AAR Core Level Seminar: Engaging and Influencing with Storytelling

Introduction

When it comes to storytelling, many of us simply don’t know where to start. Yet you can create stories out of even the most mundane experiences.

Listening to stories affects our brains in a way that regular conversation doesn’t even come close to. When people hear your stories, the neural activity in their brains can increase by up to five times. Our brains are literally hardwired to enjoy and remember stories.

So, when you need client sign-off, when you want to influence clients, when you want to stand out in a pitch, telling stories can massively help. You’ll be able to explain yourself in a way that excites and inspires them.

And once you become skilled at business storytelling, you’ll build rapport and influence clients more easily. You’ll be more likely to get the outcome you want with clients.

Seminar overview

This storytelling workshop is interactive from start to finish. Strictly no lectures and no slides. Learn from each other and the ideas you generate. During the workshop, you’ll learn to:

• Use the DRAMA framework to create compelling stories out of everyday mundane experiences
• Apply a solid story structure for business storytelling (based on the Hero’s Journey)
• Use techniques to make your story interesting and persuasive
• Build up a bank of stories to use in any client interaction

Ultimately, you’ll learn to tell stories in an engaging way, getting clients to buy-in to your deliverables, ideas and suggestions.

Benefits

The main outcomes include learning how to:

1. Source stories from your day-to-day experiences
2. Work out the key content to go into your stories (the “ingredients”)
3. Craft your stories around a structure that engages people and takes them on the journey with you
4. Take your storytelling up a level so it engages and persuades clients

Who should attend?

Anyone who interacts with anyone else!

About the Presenter

Trenton Moss built one of the UK’s first UX agencies from scratch, scaled it to £3m, sold it and lived to tell the tale. Then he wrote a bestselling book and started helping agency teams be brilliant with clients.

He puts his agency’s success down to one thing - making everyone a leader. As CEO, he built a culture of trust, empowerment and high performance. And it worked.

Now at Team Sterka, he helps agency teams lead with more impact - strengthening client relationships, handling tough conversations and growing revenue by up to 35%.

In 2023, he took his kids backpacking across Asia and Africa for six months. He survived hunting in Tanzania, paint fights in India and leech attacks in Borneo.

Running this session online

We will be running one session only from 9.30am to 12.00pm on Wednesday 19 November 2025 via Zoom. If you or a colleague would like to attend, please do email us with name, job title, agency and email address on events@aargroup.co.uk and we’ll be sure to send you the Zoom conference details. We cannot process bookings without those details!

NB: AAR seminars are exclusive to AAR subscribing agencies only. A maximum of FIVE places per agency for our remote sessions, please.