Storytelling in Marketing

It's the best way to grab potential customers' attention and warm them to your pitch.

Most business communication is dry, writes David Meerman Scott in his new book, World Wide Rave. "People love to share stories. When someone says: 'Let me tell you a story...' you're interested, right? When someone says: 'Let me tell you about my company's product&' is your reaction the same? It doesn't sound like a way you want to spend your valuable time, does it? Stories are exciting." Tell more stories to create excitement.

Stories can be incorporated into almost any business communication—blogs, Web sites, and especially face-to-face presentations where you have the best opportunity to make a strong emotional connection with your audience.

Get the full story at: BusinessWeek