Don’t sell the product. Tell the story. By Tim Karpisek on 12 September 2011 in Email Marketing, Tips Storytelling is a method often used by established companies or innovators, because they have a clear vision about who they are and what they stand for. But in fact, any company — oh yes, that goes for yours too — can use storytelling to engage people. Your first goal should be to clearly define what your company’s identity is.