Storytelling

Category: Content

The craft of using narrative structure (character, tension, resolution) to make ideas stick.

Marketing storytelling isn't fiction. It's structuring your positioning as a story where the customer is the hero, their problem is the villain, and your brand is the mentor with the plan. Frameworks (Hero's Journey, StoryBrand, Pixar's 'Once upon a time…') are scaffolds. The real work is finding a specific customer, a specific moment, and letting concrete detail do the emotional work.

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.