Gartner Research

Marketing Essentials: How to Tell Better Marketing Stories

Published: 14 May 2010

ID: G00200871

Analyst(s): Richard Fouts

Summary

Reducing an organization's range of capabilities into a crisp, compelling story that leaves a lasting impression is one of the toughest things leaders in marketing and communications do. We show how leading marketers use storytelling to reinforce their market position, brand and messaging.

Table Of Contents
  • Overview
  • Introduction
    • Challenge
    • Implications
  • Background and Context
  • Best Practices
    • Step 1: Start With the "End of the Story"
    • Step 2: Flesh Out Your Proposition Using Tools Like Customer Testimonials, Third-Party Statements and Credible Truths
    • Step 3: Finish With a CTA
    • Step 4: Build a Story Scrapbook
  • Bringing the Steps Together
  • References and Methodology
  • Conclusions

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