What Can the 2024 Election Teach us About Storytelling in Marketing?

A few days after the election, I saw an interview on the Daily Show with UNC Professor Tressie Cottom. Her insightful analysis of why Donald Trump won the election is one of the most compelling cases for the power of story. Dare I say, it is the foundation to ALL marketing. Regardless of which side of the aisle you fall on politically, the reality is that the human brain is wired for story. Often in any election, the side that tells the better story wins. So what can we learn from this about our own storytelling in marketing?

The longer I am a marketer, the more convinced I become that the only real way to connect with your target market is through story. Put simply, if you are a person in the business world trying to sell a product or service, you need to become a master in the art of storytelling. Why? Because it’s how humans process complex information. We are bombarded at every turn with more data points than we can possibly synthesize. To process and comprehend all of it is, quite frankly, unattainable. As a result, we have evolved the remarkable ability to build narratives that impose order on the chaotic collection of facts swirling around us.

Here are 5 powerful takeaways we can apply to our own marketing storytelling from Dr. Cottom’s analysis of storytelling in this election. These lessons transcend political campaigns and are broadly relevant in any context where influencing or persuading people is the goal:

Tap into Deep-Seated Emotions

Storytelling that resonates often reaches beneath the surface, connecting with people’s core anxieties, hopes, and desires. In this election, Trump’s messaging targeted feelings of disenfranchisement, fear of losing status, and the desire for empowerment—an appeal that transcends logic or specific plans. Understanding what your audience really wants (often distinct from what they say they want) enables a storyteller to create a compelling and memorable narrative.

KISS (Keep It Simple Stupid)

The power of a clear, straightforward story cannot be overstated. In this example, Trump’s story was easily digestible: “Things are bad, and I’ll make them good.” This simplicity allowed for quick understanding and retention. Complex or nuanced policy discussions, by contrast, can be harder to remember and may fail to inspire the same emotional response. In essence, follow the tried and true adage KISS (keep it simple, stupid!).

Align with Aspirational Identity

People are often drawn to narratives that affirm a positive self-image or provide a sense of personal empowerment. Trump’s rhetoric allowed people to feel like “winners,” even in difficult times, appealing to a desire to feel valued and important. Effective storytellers often position their audience as protagonists who have agency, control, or greatness ahead, despite present challenges.

Story Is More Important Than Plans

This takeaway may seem counterintuitive. But humans aren't always logical. People are more often motivated more by vision than by concrete plans. Even the most well-thought-out strategies may not resonate unless they are packaged in a compelling story. Storytelling that emphasizes “the way life will changed” can be more powerful than the details of “how it will be changed.”

Gut-Level Decision Making

People often make decisions based on instinct and emotion, not data or logic. For storytellers, this means that crafting a narrative that “feels right” can be more impactful than focusing on technical specifics. It’s about creating a connection that feels genuine, exciting, and true to the audience's sense of identity or aspirations.

In the end, storytelling is more than just a tool—it’s the heart of human connection. As marketers, when we harness the power of story, we’re not just selling a product or an idea; we’re tapping into the shared experiences, hopes, and dreams that make us human. Whether we’re helping someone feel empowered, understood, or simply inspired, stories provide the bridge between a message and a meaningful connection. So let’s lean into this art, simplify our messages, and aim to resonate on an emotional level. When we tell authentic, memorable stories, we don’t just capture attention—we create lasting impact.