This document discusses how stories are more memorable than facts and can shape perceptions and motivate action. It identifies four key elements of an effective story: having a clear goal, grabbing attention with an engaging hook, engaging the audience with a protagonist and their journey, and enabling the story to be easily retold. Stories are a powerful marketing tool.

1. Content How to use stories
Marketing
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2. Why use 22 times more
Stories? memorable than facts
and figures
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3. Stories Shape how people see
you and feel about you
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4. Stories
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5. Stories Are powerful
They provide insights
effectively
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6. Stories
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7. Stories Persuade people
They can move people
to action
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8. Stories
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9. Stories Four elements
to a successful story
according to Jennifer
Aaker, Stanford Professor
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10. 1
A goal
Why are you telling the
story?
What do you want
audience to do?
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11. 2 Grab attention
Why will people listen?
What is the hook?
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12. 2
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13. 3
Engage
Who is protagonist?
What is at stake for
them?
What is the journey?
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14. 3
Engage
Who is protagonist?
What is at stake for
them?
What is the journey?
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15. 4
Enable
Why would someone
share?
Is it easy to retell?
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16. More Reading
Thank you Harnessing the power of stories – Jennifer Aaker
steverayson.blogspot.co.uk How to tell a story – Five TED videos
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