Communications technology is worthless if you don't have a good story to tell. I don't care how well you understand RSS or Web 2.0 or New Media, if you can't get your listener engaged, you may as well go back to a string and tin cans for all the good it will do you.
But don't take my word for it. If you want to learn from someone who lives or dies by getting people to listen to them, tune in to a preacher. I recently found this great post. Notice rule 5:
"Tell stories. People will tune out unless you engage their emotions."
Now if that's good advice for someone preaching from the pulpit, and I'm sure it is, how much moreso is it for us in the world of business communications?
People don't file into our offices or store fronts once a week to sit down in front of us and try to pay attention for an hour (but wouldn't that be nice!). We have fleeting moments to get their attention, engage them and start forging a relationship.
There is only one way to be successful at that. You gotta tell stories.