Storytelling is an essential way that people understand the world around them. According to communication scholar Walter R. Fisher, humankind is best categorized as homo narran – the “narrative” creature. This is because humans basically use storytelling as their most foundational communication tool.
Think about it: if we read the word “chair,” then we can imagine some kind of seat with legs, but that word will not really mean anything to us without some kind of context. A longer phrase like “I've been sitting in this chair for hours” gives us more confidence about how to react when “chair” appears. We now have a very short story about a relationship to the chair—something with which time is spent.
The chair is probably somewhat practical if we are using it “for hours.” However, it would not be difficult to imagine a hint of restlessness too. We might read the story and think about our own experiences sitting in a chair for hours – maybe a long day at work or a long night studying for school.
In any case, the story about the chair, rather than the word “chair” itself, is what helps us make sense of it. And the story that someone chooses to tell about a chair will tell us a lot about how they relate to it. That story gives details that let us react to the storyteller. All of this to mention a simple truth: context matters, and storytelling gives us context!
You can probably already predict some ways that storytelling can be useful, including in business and digital marketing. In fact, storytelling should be at the heart of our digital marketing goals. People who already have a product or service don’t need to be persuaded to acquire it; so, influence is the name of the game.
Traditionally, people who study influence have focused on specific models or messaging tactics (e.g., foot-in-the-door, logical appeals, motivated sequences, etc.) – which is great! – but other scholars, like Dr. Walter Fisher, have also highlighted that the way we make persuasive appeals actually impacts their success. You can give people logical information (“I have a chair available for purchase” or “My chairs are high quality”), but that information doesn’t necessarily provide strong context for the consumer’s relationship to the product. Storytelling creates emotional connections, shares values, and strengthens logical arguments.
Telling folks that stories are beneficial is probably intuitive; but what makes for a good story? Research indicates several ways that people can develop strong connections with others using specific storytelling techniques. There’s too much research on this subject to completely summarize here. A few big things stand out in the overall picture of strong storytelling, though!
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According to communication scholar Dr. John M. Allison, narratives are not just reflections on the past (explanations of something that has happened), but tactics for accomplishing communication goals in the present or imagining shared futures. In other words, we are motivated to tell stories and we tell them for specific reasons.
This means that we tell stories to specific people in specific situations.. For example: Picture sitting with a friend in the middle of an afternoon and tell this story – “I went to that new restaurant, Chicken Chicken Chicken, last week and the food was really good. They made me crave their chicken all week!” This story is directed to a friend during the middle of the day (hint: lunchtime!). I am not just stating facts about food; I am persuading my friend to go visit Chicken Chicken Chicken with me.
Now, imagine how the function of this story might change if I tell it to a cashier at the supermarket. Maybe I’m just making chit-chat with the cashier to avoid awkward silence, or perhaps I’m recommending the restaurant to them because of something else that’s come up in conversation. The important lesson here is that effective, persuasive messages are co-constructed with the audience.
This means that strong stories are a) tailored to a specific person or group, b) suited to the circumstances, and c) appropriate to the relationship between the speaker[s] and audience (e.g., I can invite a friend to lunch with ease, but it is probably kind of weird to invite my cashier). Remember that narratives are just a part of a larger social context. In Allison’s terms, stories are tactics. Telling a friend a great story about good food is usually just a means to the end of actually going out to eat together, so exceptional storytellers think about how their narratives work as a small piece of broader relationships and interactions.
People simply do not care about “information” unless they can understand it in a way that applies to their lives. Even info that seems applicable can be more-or-less attractive depending on whether it resonates with the listener.
Fisher claimed that truly compelling, persuasive stories included a quality called fidelity. Fidelity in a story means that the audience feels like the content is good and true. Essentially, the story vibes with the person receiving it. It is not enough for someone to receive logical info; the audience has to care about it and feel compelled to act upon it.
What better way than to identify with the listener and connect to their values? The principle of fidelity works in both simple and complex ways. Let’s go back to the chicken story - I can describe how much I enjoyed the food at Chicken Chicken Chicken all night long, but if my buddy isn’t hungry then they probably won’t want to go eat. Meanwhile,. what if my friend has a moral or practical objection to Chicken Chicken Chicken – like being on a strict vegan diet or disapproving of Chicken Chicken Chicken’s CEO (Chicken Executive Officer) and their politics – then they are much, much less likely to go eat there with me.
As storytellers, co-constructing our communication with others means that considering how our stories may or may not connect with the listener’s values. Of course, their values are a pathway to identity. Values are powerful because they represent who we are. And we almost always act in accordance with our sense of self.
People want a connection, not to simply be “sold” on something. Research on “psychological reactance” shows that people push back against messages that overtly appear to be trying to persuade them. In other words, when someone says “You should do this!” then most people react with “No way!”
If someone hears a message that sounds like a pitch, they will naturally tend to reject it. Fortunately, stories have an advantage over traditional messaging in that they tend to persuade through drama and emotion rather than relying solely on telling people what to do.
Based on the behavioral science research in my reference materials about voice tone and sales effectiveness, here are five real-world examples where the three storytelling principles apply:
Key takeaway: Each of these brands succeeds by matching their story to their audience (collaborative), connecting to what their audience values and believes about themselves (identity), and communicating in a tone that feels genuine rather than salesy (authentic). The research confirms: *how* you say it matters as much as *what* you say.
In a digital landscape saturated with information, the ability to tell a great story is not just a competitive advantage—it's a fundamental necessity. As we've explored, humans are inherently narrative creatures, making sense of the world and forming connections through stories. For digital marketers, this means moving beyond mere facts and features to craft narratives that resonate deeply with their audience.
By embracing the principles of collaborative, identity-driven, and authentic storytelling, brands can transform their communication from transactional pitches into meaningful dialogues. Whether it's a seasonal recipe guide, a skincare reel, a fitness hot take, a humorous industry post, or a profound corporate announcement, the most effective digital marketing leverages these narrative techniques to build trust, foster loyalty, and inspire action. Remember, it's not just about what you say, but how you say it—and a well-told story is the most powerful way to say it all.
