All Episodes

July 31, 2023 43 mins

Using Storytelling to Sell and Market Anything

What is the difference between Sales and Marketing? Sales is when you go out and try to convince people to buy your product and service. Marketing is when you create such a compelling story that people are drawn to it.

Our guest is Eric La Brecque from Applied Storytelling – a brand strategy firm that uses storytelling to build and communicate brands through story. 


Folktellers Universe

Home - Applied Storytelling | Applied Storytelling









Everyone. Welcome to episode six of the folk Teller storytelling podcast. It Ain't sex that sells people. It's story. And today we have a guest with us uh Eric Labreck from applied storytelling. He's the CEO he is a brand strategy guru and he's brought storytelling into brand marketing. Eric, thanks for being with us. Great to be with you guys. Thank you. And uh we've got uh the other two cohort my cohorts today, adjectives today, the ubiquitous ubiquitous Stephen Sadler and the undulating character. How about that you just mentioned and now you're saying I'm out of here. Are you jealous? No, they all thanks to everyone thought I was undulating. Well, I've been undulating for years. I mean, you were last night, let me tell you, oh my God, this time here as a guest. Sorry, Eric. The first person we've had physically in the room when we were already, you guys are setting my mind in overdrive. I'm thinking well, of sex cells and story cell is storytelling. Sexy. Is it having sex? What, what is it? Ok. Now, I've got to kind of juggle this. Thanks is flowing. So I'll, I'll tee this up and then we'll get rolling. So uh my, my thought for the day is I had a uh a guru of mine. His name is Paul Tobin. I'll have to call him after they say I use this code. So he said, he said, Joseph, you know the difference between sales and marketing. I said, no, I don't know the difference between sales and marketing. He said selling is when you go out and try to convince people to buy your product or service. I'm like, OK, that makes sense. He goes, marketing is when you tell such a compelling story that people are drawn to it and they, yeah, they're drawn and they're drawn to the story. And this is really, you know, Eric, that's, this is kind of your Bailey wig. This is your like your, your whole philosophy on how you get people to be excited about a brand. Can you tell us a little bit more about that? Yeah. Well, for us, first of all, we start with a simple definition. A brand is a story, it's a type of story. Um and it's different from other types of stories and obviously in that you're using it in the marketplace, we talk about brands and we're talking about buying and selling things, right? And also as a form of story, it's really different. Um it's really diffuse, it's told through all kinds of channels at all different times um across time in a different way. And so this diffuseness is a really interesting aspect of it. And that's where the work that we do comes in. If it's so diffuse what ties it all together, you know, and there's, there needs to be some kind of a narrative thread, some kind of starting point to keep all these different things, all these different impressions, meaningful tied together and emotionally, very powerful. So I, I didn't mean to interrupt, but we've talked in the past about seeing brand through a storytelling lens. What, what's different in that than sort of the traditional way people would look, look at a brand. Well, I think the traditional way people do branding and marketing is to think of it as a story. Um Long before the word brand got thrown about, let's go back thousands of years to the first marketplace and I'm walking in it and I have come upon something I want to buy and we've got to figure out between me, the purchaser and you, the seller, what am I gonna pay for it? And the way you're gonna try to get me to pay what you want is by telling me a story about the thing. It's been a timeless way of selling since the very beginning. You can hear it in modern marketplaces, traditional marketplaces today. And if you take that principle and you say, OK, look why isn't that happening now? Well, it's because the buyer and seller are separated by media, they're separated by time because the marketplace is much bigger, much more complex because we live in, in modern industrial civilization, right? But that principle still holds true. That's our point of view. And a brand is really just that it's a story that's told in a marketplace. So again, we see it as like the old, becoming new. Again. That's interesting. I mean, it's kind of like haggling, social media has become the modern day haggling. Haggling is part of it. You know, there's the haggle p

Mark as Played

Advertise With Us

Popular Podcasts

Casefile Presents: The Easey Street Murders

Casefile Presents: The Easey Street Murders

Forty six years ago, on a warm summer night in Melbourne, Susan Bartlett and Suzanne Armstrong were stabbed to death in their home in Easey Street, Collingwood. Suzanne's 16 month-old son was asleep in the cot at this time. The double homicide remains one of the most confronting cold cases.

Math & Magic: Stories from the Frontiers of Marketing with Bob Pittman

Math & Magic: Stories from the Frontiers of Marketing with Bob Pittman

How do the smartest marketers and business entrepreneurs cut through the noise? And how do they manage to do it again and again? It's a combination of math—the strategy and analytics—and magic, the creative spark. Join iHeartMedia Chairman and CEO Bob Pittman as he analyzes the Math and Magic of marketing—sitting down with today's most gifted disruptors and compelling storytellers.

Dateline NBC

Dateline NBC

Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations.

Music, radio and podcasts, all free. Listen online or download the iHeart App.


© 2024 iHeartMedia, Inc.