The document discusses using storytelling for marketing purposes. It advises marketers to first consider who their target audience is and where people will hear the story. Effective stories are customer-led, use emotion, humor, or quirky elements, and can come from employees. The key takeaways are to craft immersive stories by understanding the audience, explore all storytelling channels and techniques, and exhaust all avenues for identified high-performing stories.

1. STORYTELLING FOR
MARKETING
RAFI MENDELSOHN
NOVEMBER 2018

5. ASK YOURSELF
1.Who am I telling the story to?
2.Where are people hearing this story?

7. WHO AND WHERE

9. Customer-led
Emotion
Pro-bono

13. Humor

17. Customer-led
Quirky

18. Employee Storytelling

27. KEY
TAKEAWAYS

28. KEY
TAKEAWAYS
• We want to be immersed in good storytelling
• First ask who and where we are telling stories
• Just as relevant to B2B as it is to B2C
• You have many tools or avenues to explore
• Once you’ve identified stories that work for you
then exhaust all channels and techniques

29. KEY
TAKEAWAYS
• We want to be immersed in good storytelling
• First ask who and where we are telling stories
• Just as relevant to B2B as it is to B2C
• You have many tools or avenues to explore
• Once you’ve identified stories that work for you
then exhaust all channels and techniques
Customer-led
Emotion Humor
Pro-
bon
o
Quirky