Who can resist the allure of a captivating story? Kids love them before drifting off to sleep. TV shows, books and movies hold us in their grip with imaginative tales. Stories provide a peek into who someone is and connect people on a personal and emotional level.

If you’ve been around CalCPA over the past couple of months, you’ve seen us start to tell our story with our new brand and refreshed website showcasing our dedication to supporting a dynamic and evolving profession. If you haven’t experienced the change, check out this video.

The profession is made up of more than spreadsheet masters and tax code wizards. And storytelling helps spread that message to attract and retain the next generation of CPAs and finance pros—and to attract and retain your clients. Your story can help potential clients relate to you beyond your technical skills and open the door for you to enter their trusted partner zone.

For a taste of what this storytelling looks like, hop over to our website, where you can get to know some of our members, who, outside the ledger, are chefs, musicians, triathletes—and everything in between.

Stories convey ideas in a memorable way while enabling you to highlight your values and clarify or enhance your firm’s/organization’s brand and strategy and client/customer relationships. Sharing your story and journey builds trust with your clients and differentiates you because they understand why you do what you do and who you are—not just what you do.

Plus, personal stories make us more approachable and relatable. Did you know that after a presentation, only 5 percent of attendees recall specific statistics from an event, while over 60 percent could remember a story told by a presenter?

Stories also allow you to showcase your expertise. Rather than rattle off a laundry list of services you can provide, tell a story of how you’ve helped clients achieve their financial dreams.

These stories help shape your brand beyond a logo or catchy tagline; they help craft conversations that scream expertise, reliability and trustworthiness—and, above all, celebrate the human touch.

Remember, it’s not just about what you know; it’s also about who you are and how you can make a difference in your clients’ and customers’ lives. You do make dreams come true!

So, what’s your story?