Written by Dominick Sirianni

Storytelling has become a leading focal point for many marketers who realize that as The Atlantic put it: “A good story’s a good story from the brain’s perspective, whether it’s audio or video or text.”

The tidal wave of positive feedback around Star Wars: The Force Awakens has a common thread…the characters and the story are second to none.

It’s the quality of the story that drives repeat viewers.

It’s the quality of the character development that drives merchandise sales for decades to come.

General Electric sells some pretty esoteric products like 4D ultrasound machines that, frankly, most people don’t fully understand. When faced with a pregnancy or medical issue, we don’t need to understand the details of the technology used to help us. We just want medical professionals to have the tools they need.

In The Message, GE Podcast Theater crafts an engaging story that only brushes up against the technology behind their 4D ultrasound tech. At the end of the day though, the quality of the storytelling generates word of mouth advertising that gets an audience talking. GE did the same thing in the early days of television when GE Theater was used as a way to create buzz around a burgeoning industry.

How are you telling stories in your business to generate buzz and spurn a feeling of connectedness for your audience?

More on how you can bolster your efforts in future segments of this 6-part article series. Stay tuned!

View Part 1 of this series here.