Lesson Six:

Not Telling Stories, Selling Stories

The power of narrative to convince by stealth

The storytelling party, from Alice’s Adventures in Wonderland by Lewis Carroll.

In her 1968 poem “The Speed of Darkness,” the poet Muriel Rukeyser wrote, “The universe is made of stories, not of atoms.” It’s a lovely image, suggesting life is the sum of the tales we tell. It’s also pretty accurate—we’re hardwired to rework events into a coherent narrative as we attempt to understand the world. So come with us as we explore how stories can help copywriters communicate with power and personality. Are you sitting comfortably? Then we’ll begin…

The Globe ...

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