02:51 - James has read a lot of books, and ranks Sue Rice’s Tiny Thunder among the really good ones.

05:29 - You can only tell your brand’s story so many times. But there are endless other stories you can tell.

10:27 - The hero’s journey gets old. Little story snippets can be much more effective in marketing.

12:41 - Forget about the nitty gritty. People want to know where you can take them.

15:57 - When you tell the right stories, prospects relate to you on a much higher level.

18:19 - The market is flooded with cut-and-paste templates that win nobody over.

20:34 - Sue Rice’s method of using stories not only works, it’s actually fun for you and your audience.

23:11 - The big names have used storytelling for ages, and shaped public thinking with their content.

26:29 - You do not have to talk only about your product to get the sales.

31:22 - What is a metaphor, and how is it different from an analogy? Sue explains.

34:46 - Is it really, really bad to use cliches?

39:21 - Speaking to emotion is not light marketing. Here’s why.