The Power Of Storytelling In Marketing: Does The Messenger Matter More Than The Message?

does success hinge on the art of selling or the product itself? This question has plagued marketers, sales leads, founders, and eCommerce experts for decades. As Steph Darmanin astutely observes, the rise of influencer marketing, personal branding, and social media has only intensified the debate. At the heart of this dilemma lies a profound truth: emotional storytelling is the spark that ignites purchase behaviour.

A 2025 meta-analysis in the Journal of the Academy of Marketing Science revealed that stories blending emotion and logic are more persuasive than fact-only pitches. This is because narratives have the power to create intrigue, foster connections, and convey the value of a product in a way that resonates with customers.

However, the delivery style can be just as crucial as the product itself. A 2022 study in The Leadership Quarterly demonstrated that charisma and communication channels can drastically shift customer responses. The same product, same offer, but wildly different outcomes depending on the personality presenting it and how it's received. This raises a crucial question: is it sometimes the messenger, not the message, that truly matters?

In today's market, brand authenticity has become a valuable currency.

Source: Found here

Steph Darmanin is a prominent figure in the marketing and eCommerce industry, known for her insightful perspectives on the intersection of branding, customer experience, and sales. As a seasoned expert, she has been invited to share her thoughts at various events, including the upcoming Debate Club event in Sydney.

With a deep understanding of the complexities of marketing and sales, Darmanin has established herself as a thought leader in her field. Her expertise spans the nuances of emotional storytelling, brand authenticity, and the impact of delivery style on customer responses. Through her work, Darmanin aims to help businesses rethink their leverage and focus on building strong brand identities that resonate with their target audience.

With a keen eye on the latest research and trends, she provides valuable insights that inform marketing strategies and drive business growth. As a respected voice in the industry, Darmanin's contributions are highly anticipated by marketers, sales leads, founders, and eCommerce experts alike.

Marketing and sales strategy

The art of persuasion is a delicate dance, one that requires a deep understanding of human psychology and behavior. Effective marketers know that it's not just about showcasing a product's features, but about crafting a narrative that resonates with their target audience. By tapping into emotions, values, and desires, brands can create a lasting connection with their customers, one that goes beyond a simple transactional relationship.

This is why storytelling has become a crucial component of modern marketing strategies, allowing brands to convey their message in a way that is both memorable and impactful.

In today's digital landscape, the lines between marketing and sales are increasingly blurred. With the rise of social media and influencer marketing, brands are no longer limited to traditional advertising channels.

Instead, they can engage with their audience directly, building relationships and trust through personalized interactions.

This shift has forced marketers to rethink their approach, focusing on creating authentic, two-way conversations that drive engagement and conversion. By doing so, brands can create a loyal customer base that advocates for their products and services.

The concept of customer experience has become a buzzword recently, and for good reason.

As consumers, we are constantly bombarded with choices, and it's the brands that deliver seamless, intuitive experiences that stand out from the crowd.

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Baked into the heart of every CMO, Sales Lead, Founder, and eCommerce Expert is an age-old question: does success depend more on how you sell (the branding, charisma, and customer experience) or what you sell (the product or service itself)? Here, Steph Darmanin unpacks the dilemma ahead of the next Debate Club event in Sydney this evening.

Marketers and ad execs have wrestled with this for decades, and the rise of social media, personal branding, and influencer marketing has only turned up the heat. Recent research has poured petrol on the fire, forcing businesses to rethink where their real leverage lies.