At 5Points Creative, we all have fun titles alongside our official ones. Mine is Storylistener. Sometimes it feels a little aspirational, but it reflects something I’ve been working on for decades—as a marketer and a former writing professor.
Why Storylistener? Because most marketing content—social media quotes, press releases, even video scripts—only scratches the surface. And surface-level storytelling doesn’t connect.
In my years teaching writing, I saw this all the time. One of the most common assignments in my classroom was the personal essay. And the most common topic? A grandparent passing away. These stories should be powerful. Loss is universal. But most essays fell flat.
Why? Writers thought they needed to be vague to be relatable. If your grandmother passed away skydiving and mine died of cancer, how could we possibly connect? But the opposite is true: it’s the specifics—the details about who she was, how she laughed, what she always said—that make a story resonate.
It turns out the same lesson applies in marketing. Whether you're writing a brand story or capturing a client quote, depth matters. And depth comes from listening well. Really well. Here are five strategies to help you do that:
1. Ask Better Questions
Avoid generic, open-ended questions like “What was your time in the military like?” You’ll get vague, forgettable answers. Instead, narrow the focus: “Was there a moment during your service that makes you proud?” People respond to the quality of your question. Be patient—many need a minute to zoom in on a memory. Help them get there.
2. Listen for Openings
When someone says, “She’s something else,” that’s a sign. Ask what makes her something else. Watch for body language, tone shifts, even small smiles. Those are clues that there’s a richer story just under the surface. Follow them.
3. Check Your Ego
It’s tempting to relate everything back to your own experience. Resist that urge—this isn’t about you. When you’re in interview mode, your goal is curiosity, not connection for its own sake. Nod, yes. But listen to understand, not to reply.
4. Do Your Homework
Before the interview, learn what you can. Know the basics so you can go deeper, faster. If the person’s been interviewed before, look for what’s missing. Did they say they’re a “people person” without offering a story to prove it? That’s your chance to dig in and ask for something real. Remember: show, don’t tell.
5. Find the Details That Stick
What color were the hospital walls? What song was playing in the car? What did the room smell like? These are the details that bring stories to life—and they’re what your audience will remember.
Ultimately, storylistening isn’t just about creating better content. It’s about making genuine connections. And those connections lead to more honest work, stronger relationships, and a marketing strategy with heart.
