In late 2008 I received a call from a successful real estate developer. They were looking for a marketing company that (1) knows their industry and (2) can help them create sales tools to fill vacant store locations in a few of their shopping malls.

I thanked them for the call and told them that I had no marketing experience in real estate development marketing. I assumed that would end the call.

The quick response was, "Oh, that's ok, no one really knows how to market shopping mall space. We've been looking for a firm for some time and everyone seems to be doing the same things. We kept asking around and one of your clients (name withheld) said if you need someone to create a story around your value proposition, Steve's your guy." Referrals are the best!

The post, however, is not about referrals. It is about storytelling. Marketing is storytelling.

Marketing is an expression of the truth that is so compelling people will actually listen to it or, even better, pass the story onto their network of contacts, their tribe. In fact, marketing only works when it is grounded in the truth, at least most of the time. The company gets excited because, finally, their essence has been captured and has a chance to live its dream. Marketing sells products, elects politicians, and raises money for charities.

Good marketing engages the audience, excites the company, and tells the truth in a concise, creative and compelling way. Does your story do that?