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Jeff Layton: How important is story to marketing, having a story? Lorrie Thomas Ross: I call it story selling. It's a great question. Storytelling is a way to really take your--the kind of cold interface that we have online--because we are behind our keypads or on our mobile devices--and when we can have a little more story, it's really where the connections happen. Think about when you are sharing something in the news.
Usually you are sharing it because of that story, or you read something in the local media. Well, sometimes that's a story that was pitched by a public relations professional or an employee of an organization. Your about page of your website could be a place where you share the philosophy of the organization, how it was founded, why you are in business. That messaging is a way that goes into that marketing from the inside out that we were chatting about, to truly create that realness in that connection.
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