People would rather be told a story than be told what to do.
When was the last time you remember seeing an ad that told you to “Call Now” or “Click Here” and you called then or clicked there? 1995? Never?
Okay, so when was the last time you remember hearing a story and thought “Wow. That just changed my life.” Did you then go on to change your life, or at least view things differently? Whether or not you realize it, chances are you did. Which means chances are you’ve felt the impact of storyteller marketing.
Organizations from every industry in the world have used storyteller marketing at various points in time to frame their purpose, scope, and reach. It just so happens that more industries than usual are using it today, from automotive, to education, to online media, to manufacturing.