Digital Marketing – Strategies & Channels

Chapters 2 › Unit 2: Are you a story teller? View instructions Hide instructions

Are you a story teller?

Storytelling is one of the most powerful tools - for your brand and for YOU, too.

Anytime you want to convince and reach someone and when you want to make things happen, storytelling is a key element. Especially, if you are in a leading role.

In case you don´t believe us, you might wanna watch this video, especially tailored to storytelling in leaderhsip (side note: we just liked the trailer, we haven´t read his book!)

Video by David Hutchens

For those of you, who prefer an article, here you go.

So this assignment is about you, reflecting (and practicing ;)) how to becoming a better storyteller!

It´s less about writing an essay, but more about reflecting and practicing your own behavior.

Think about the following questions:
- How often do you tell stories? Is it part of your everyday language?
- How do you currently incorporate stories into your work?
- Can you tell there is a difference in people´s reactions, when you tell a story vs facts?
- Next time you hold a presentation: Can you open with a story - that happened to you or someone else - that relates to your audience´s situation?

In addition to our storytelling material in chapter 2.3, you might find more tips here or here.

And always remember: In the end, its about replacing rational talk by addressing the elephant, our emotions.

PS: "Great stories happen to those who can tell them" (Ira Glass)

Chapter 2: Storytelling - Building connections and trust


As of now, I'm not a consistent storyteller, but i would like to incorporate it more into my daily work. To tell a story is a "human" approach to e.g. deliver a task to a co-worker in being a step towards an deeper understanding of a specific thing to do. You can translate it in fact when we are trying to address a customer at a certain point: If you are able to tell a good story - maybe the passion and the work that is put into your product and service (and the people behind it) - the customer is much more a able to relate to you and your company.

The difference in the reactions of people for me is in one underlying core of telling a story in marketing - building trust. Hearing about experiences about situations you are confronted with at the moment by another person or, in our case another company through their marketeers, provides trust and helps you to make a decision. Story vs facts: With a story you are much more able to relate to a certain task or service and a deeper connection is built.

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