Secrets To High Converting Stories
“Conviction is half—if not more than half—of the equation of a conversion.” – Colin Boyd
When it comes to building a thriving coaching business, the secret isn’t in the flashiest marketing strategy or the latest funnel hack. It’s in your ability to share your story, speak with conviction, and create a presentation that feels less like a sales pitch and more like an irresistible invitation.
In this episode of Fuel the Flow, I had the absolute pleasure of sitting down with Colin Boyd, a world-class speaker, coach, and the author of the upcoming book One Presentation Away. Colin has trained thousands of entrepreneurs, including leaders like Amy Porterfield, Jenna Kutcher, and Jasmine Star, on how to turn presentations into powerful sales tools. His specialty? Teaching people how to sell from stage with authenticity, confidence, and ease.
This conversation was one of those “aha” moments for me. Colin’s wisdom doesn’t just apply to people standing on a big stage under bright lights. Whether you’re leading a webinar, hosting a small group call, or speaking at a mastermind, his approach can help you show up with authority while staying true to who you are.
Why Conviction Matters More Than Content
Colin kicked off our chat with a truth bomb that stopped me in my tracks: conviction is half, if not more than half, of the equation of a conversion.
We live in a time when content is everywhere. With tools like ChatGPT, you can spin up a thousand-word article in minutes. But what AI can’t create is conviction—that deep, embodied belief in your message that resonates with your audience on a gut level. As Colin put it, you can have the most polished slides in the world, but if you don’t believe in what you’re saying, people won’t either.
Conviction is what makes someone lean in and think, Yes, I want to work with this person. It’s that unshakable energy that communicates certainty. And certainty is what people are really buying.
The 4-Part Framework for a High-Converting Presentation
So how do you actually build a presentation that converts without crossing into pushy territory? Colin shared his simple but powerful four-part framework:
Touch their hearts – In the first 15 minutes, show your audience that you get them. Share your story in a way that highlights your vulnerability and lets them see themselves in your journey. This creates instant trust.
Shift their minds – Instead of drowning them in endless “how-to” steps, focus on shifting their perspective. Help them see things in a new way so they’re open to change.
Equip their hands – Yes, you should provide some practical teaching, but keep it light. Give them a taste of what’s possible without overwhelming them.
Move their feet – Invite them to take the next step with you. Whether it’s joining a program, booking a call, or signing up for your offer, this is where you help them make a decision.
He also introduced the idea of the “lose the sale line.” Spend too much time below it—in the weeds of overly detailed how-to content—and you’ll overwhelm your audience into inaction. Stay above it, focusing on connection and perspective shifts, and you’ll keep them engaged and ready to commit.
“What if selling wasn’t about doing anything to anyone, but about an invitation to see a sacred transformation they already want?”
Selling as an Invitation, Not a Push
One of my favorite parts of this conversation was Colin’s reframe of sales. For so many coaches, “selling” feels icky, like you’re twisting someone’s arm or pushing them into something they don’t want. But Colin reminded me that selling is actually about invitation.
He compared making an offer to a feminine energy: welcoming, open, and supportive. Instead of pushing, you’re saying, “I see where you are, I know where you want to go, and I’d love to walk with you on that journey.” That’s powerful.
And just like any sacred space, there are boundaries. The investment of time, energy, and money ensures that clients are truly committed. Far from being manipulative, these boundaries create transformation.
This reframe hit home for me, and I know it will for you too. Selling isn’t something you do to someone. It’s something you offer them.
The Power of a Conversion Story
If there’s one thing Colin is known for, it’s storytelling and specifically, what he calls the conversion story. Unlike an origin story that shares your background, a conversion story is designed to connect emotionally, establish credibility, and point directly toward your offer.
A great conversion story does three things:
Shows vulnerability – “Do you get me? Are you like me?”
Builds credibility – “Can you lead me?”
Reinforces your core premise – The one big idea that makes your offer the next logical step.
Colin shared that he once had only “half a client”—someone who came inconsistently and paid sporadically. By telling stories like that, he allows his audience to see themselves in his struggles and believe in the transformation he’s offering.
And here’s the key: it doesn’t have to be a massive life event to be impactful. Even a simple story about dropping his daughter off at daycare turned into a lesson about empathy and messaging. As Colin put it, any moment can become a story if you pull out the lesson.
Building Confidence as a Speaker
For coaches nervous about hosting a webinar or making a pitch, Colin broke down confidence into three levels:
Personal confidence – Have you experienced the transformation you’re promising?
Process confidence – Do you have clarity on the steps that create results?
Proof confidence – Do you have testimonials or social proof that it works for others?
When you build all three, confidence stops being something you fake and starts being something you embody.
And let’s be honest, sometimes it also comes down to repetition. Colin shared that he delivered 100 free coaching hours before charging for his first session, simply to build his confidence and refine his process. The same principle applies to speaking: the more you do it, the better you get.
5 Key Takeaways from This Episode
Conviction sells. People buy your energy and belief even more than your content.
Stay above the “lose the sale line.” Don’t drown your audience in details—focus on connection and perspective shifts.
Selling is sacred. Reframe it as an invitation into transformation, not a push.
Tell conversion stories. Share vulnerable, relatable moments that naturally lead into your offer.
Confidence is built. Experience, clarity, proof, and repetition create true confidence.
How I Apply This in My Coaching Business
This conversation with Colin was a reminder for me to simplify my approach to presentations. I used to feel like I had to teach everything I knew in one sitting. But I’ve learned that giving too much too soon can overwhelm people instead of helping them.
Now, when I design a webinar or a group coaching call, I ask myself: Am I staying above the lose the sale line? Am I inviting people into transformation, or am I overloading them with steps?
I also lean more into storytelling both my own and my clients’. Because it’s through stories that people see themselves, believe in what’s possible, and feel safe enough to take action.
And finally, I remind myself daily that conviction is contagious. If I want my audience to believe in their transformation, I have to believe in it first. That’s how I show up with energy, certainty, and alignment.
Your Next Step
If you’re ready to level up your speaking and selling, go preorder Colin’s book One Presentation Away. It’s packed with everything we talked about in this episode, plus even more strategies to help you design presentations that inspire, connect, and convert.
And if you enjoyed this episode, I’d love it if you left us a five-star review. Your support helps us keep these conversations going and continue bringing you the tools to fuel your flow.
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