The 6 C’s of Storytelling

At Lessing-Flynn, we consider ourselves to be storytellers.

Sure, other labels apply: marketers, Ad Mavericks, account managers, copywriters, art directors, PR specialists, web designers, maestros of social media, voracious consumers of sandwiches…

But we are – first and foremost – storytellers.

We serve businesses from a bevy of industries and partner with organizations advocating exceptional causes. No two clients provide the same products and services or champion identical issues. Similarly, the opportunities and resources available to our clients differ greatly.

There is, however, one commonality among all of our clients: They all have interesting stories to tell. And it’s our job – as storytellers – to tell these tales in a way that resonates with their customers, clients and supporters.

c-large_-lessingflynn-300x298What’s the secret to good storytelling? Hitting one or more of the 6 C’s of Storytelling.


Having a powerful central figure gives your story a protagonist. Someone to root for. These are the entrepreneurs, the visionaries, the innovators…

The story of Apple will be forever linked to Steve Jobs. So too is the story of Walt Disney Studios permanently tied to Walt Disney.

Nike and Phil Knight. Facebook and Mark Zuckerberg. Microsoft and Bill Gates.  Martha Stewart Living Omnimedia, Inc., and insider trading.

The list goes on and on.

Does your organization have a protagonist who can rally clients and supporters?


Google co-founders Larry Page and Sergey Brin are great visionaries and entrepreneurs. But neither is a very compelling central figure, which is why few people consider Page and Brin to be the essence of Google.

When your company has no face – lean on culture. By investing in state-of-the-art facilities, product development and employee happiness, Google has fostered an almost mythical culture. It’s a fun, exciting and wondrous place where extraordinary things happen. A modern day Wonka Chocolate Factory.

To be sure, not every company has the resources to create a Google-esque atmosphere. But companies that invest heavily in upgrading facilities, developing great products and keeping employees happy typically have good cultures. That makes for good stories to tell.

Customer Service

What company doesn’t champion its unyielding commitment, dedication and devotion to complete, absolute and unqualified customer satisfaction!!!

Indeed, that kind of corporate rubbish appears on just about every About Us page on the web. Truth be told, few companies walk the walk. Those that do get talked about.

Go above and beyond for your clients and they will rush to social media and sing your praises. In other words, it’s your customers and clients who must tell the story of your great customer service for you. So give them reason to.


Size, scope and structure matter. Having the largest parts inventory … the most extensive dealer network … the most product specialists … the largest facilities … the biggest, dopest Chinese finger trap…

Your company invested heavily in putting the right talent, resources, infrastructure and Chinese finger traps in place. If it’s worth investing in, it’s worth talking about.


Your company can throw cash money at a celebrity spokesperson, but such endorsements are often undermined by the fact everyone knows they’ve been bought and paid for.

Consumers are smart enough to know Dan Marino lost 22 pounds using Nutrisystem because Nutrisystem paid Dan Marino to lose 20-plus pounds. But when that Jared dude lost a grip of weight eating Subway sammies, it resonated with consumers because he was just some random schlubby dude who needed to lose weight and really liked sandwiches. Most people can relate to that.

Few things are more powerful than the testimonials of real people. How have your products and services helped your customers and who among them are willing to tell their story?

Consume a Sandwich

Once you finish telling your company’s story – using one or more of the 5 C’s listed above – take some time to relax, reflect and consume a sandwich. Perhaps even a Subway sandwich. Notice how it tastes like victory? That’s no mistake.