There is a lot of noise out there about storytelling in marketing; all kinds of advice, articles, blog posts, as well as a lot of hype. However, there is not a lot of clarity, communications expert Rob Biesenbach said.
Biesenback sought to clarify what a story is and how best to connect with customers through storytelling.
Storytelling in marketing is about making choices, creating stories we can relate to and standing up to lawyers and others who want to water down your story.
“If you can be a good storyteller there’s no limit to what you can do,” he said. “Stories break down walls, build trust and influence people to act.”