Recently I’ve been seeing a surge in the number of companies jumping on the “story” bandwagon.
A few days ago I was traveling back from the UK. At the airport I saw three references to story. One on a poster, one in a duty-free flier that was thrust into my hand just after I got through security, and the one you see in the photo above, on the pages of an in-flight magazine.
All mention story, but not one of them actually told a story.
It’s as if the writers believed that just using the word “story” would make some kind of difference.
It doesn’t.
If you want to tap into the true power of storytelling in your marketing, you have to actually tell and share a real story.
And to give your story power, it has to get three things right…