Recently someone was praising a competitor’s publication. “I love the stories,” they gushed. “I know,” their companion replied, “I read it cover to cover.” Did you catch that? It’s the stories. It’s always the stories. Pick your medium: Facebook, TV, print – stories sell. Stories create your brand’s personality and make you easier to remember. So why do so few companies use stories as the foundation of their marketing? Probably because it’s more work. But then, everything that really moves the needle usually is.
