Social Selling Education

The Role of Story Telling in Social Marketing

by Rob Thomas

“Everything is why” stated renowned architect, Frank Gehry. While you can wax lyrical about a product, nobody will listen unless you say it in such a way that people feel it in their gut. If they don’t feel it, nothing will happen.

As long ago as 1971, Stephen King (Founder of Planning at JWT) wrote that a brand succeeds when “in addition to its values as a product, the brand has values beyond the physical and functional ones”. As King goes on to explain, a brand is represented by everything that makes up a company, from the obvious tangible components to the more ‘abstract’ emotional associations.

So how do you build your social media campaigns around stories to help you stand out from the crowd and grab the attention of consumers?

  • Audience First

You must start with the audience. You have to see the world from their point of view. Who are they? What do they care about? What motivates them? What is it that drives their behavior? The amount of time you have to capture the audience’s attention in both advertising and children’s storytelling is normally very short. As a result, you must stand out – whether that’s concept, language or imagery.


Audiences are easily bored, they’re fickle and they’re very happy to give their attention to something more interesting if it comes along.


  • Rules of Engagement

Characters are essentially shortcuts to emotional engagement. Audiences already feel predisposed to them, which is hardly surprising when you think about the fact that we begin engaging with them through stories as very young children. We just instinctively recognize them as mechanisms for delivering a message or a point of view.


It’s so important to know your audience, because the whole point of communication is connection. You know that, which is why you speak differently to your boss than to your date. Telling stories is one of the most exciting and rewarding jobs there is.


Are you interested in social selling techniques and strategies to enhance your reputation and help you prospect for new leads? offers a range of instructor trainingsocial selling workshops and consulting services that can be customized for your business. Contact us for more information today.

February 27, 2017

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