I found a great article about storytelling. It is an excerpt of the book: All Marketers Are Liars by Seth Godin. He says:

– A great story is true
– Great stories make a promise
– Great stories are trusted
– Great stories are subtle
– Great stories happen fast
– Great stories are rarely aimed at everyone
– Great stories don’t contradict themselves
– Great stories agree with our worldview 

“It comes down to authenticity. Telling a story that won’t disappoint, that you believe and that your customers will have no trouble living with.”

(via Baeyens.net)