Storytelling: The foundation of marketing for startups

January 28, 2013

As an entrepreneur, your goal is to make a place for your company in the market – a large task often paired with a small budget. A great way to maximize your marketing influence is to work on your storytelling.

At last week’s Entrepreneurship 101 lecture, Mark Evans of ME consulting spoke of the importance of storytelling when it comes to marketing communications and B2C sales.

This method of using stories to promote your business and products is called content marketing and, according to Mark, it’s the trend that most brands will be following in 2013. Get a leg up on the competition by hearing Mark’s tips for being a successful storyteller. You’ll also learn how to avoid storytelling killers.

Mark believes storytelling is the most under-rated skill in business, but why is it so important? Being able to tell a compelling story allows your message to resonate with your audience, which can help you to:

  • attract employees;
  • acquire customers; and
  • raise capital from VCs and angel investors.

Your story should be succinct and yet include the necessary information about your product or service. Mark provides a detailed breakdown of what your story should include, along with examples of media you could use to reach your target audience.

This lesson is important for everyone, as successful businesses have storytellers throughout the company, not just in the sales and marketing teams.

It’s never too early to start working on your story, even if your product is not ready to market. Start right away by following Mark’s tips for successful storytelling.

Mark is a recurring speaker at the Entrepreneurship 101 series, and each year he revises his presentation to focus on the latest marketing communication trends. Watch Mark’s previous presentations below:

Marketing Communications – Entrepreneurship 101 2011/12

Marketing Communications – Entrepreneurship 101 2010/11

Short on time? Check out these Hot Tips videos for quick tips on marketing:

Creating a Great Startup Marketing Program

Adopting and Adapting Social Media: Five Hot Tips for Startups

Subscribe to Mark’s blog.

Next lecture: Go-to-Market Strategy – Wednesday, January 30, 2013.



Want to connect?

  • Join the Entrepreneurship 101 LinkedIn Group.
  • Follow the conversation on Twitter: #ent101
  • Get updates on Vimeo.
  • Download the course schedule.


  • http://poweredbysearch.com/ Lauren Waters

    I enjoyed the video (who says that readers aren’t willing to devote time to long content)! Things worth saying often take a little more time! This was a great presentation to absorb during my workday. Start-ups with a face (that are clear, authentic and memorable) tend to resonate with their consumers and help very passionate entrepreneurs succeed.

    Thanks for providing Mark’s presentation!

    • http://www.marsdd.com MaRS

      Thanks so much for the feedback Lauren, we’re glad to found it valuable.

      • http://poweredbysearch.com/ Lauren Waters

        I’ll be waiting for the next video!

Lauren Seymour

Lauren works with the entrepreneurship programs team at MaRS. She helps keep track of thousands of event attendees and assists in marketing efforts to keep them coming back for more.

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