How To Tell Stories People Actually Remember

“In odd we trust”.  I nicked that line from the utterly brilliant Dave Harland who did a stand up comedy gig (sorry I mean a talk) at The 2026 Marketing Meetup Conference in London last week.

As a result, I’ve been thinking a lot about storytelling. The kind that actually sticks. The kind that makes someone pause mid-scroll, feel something, and maybe, just maybe, do something.

We all say storytelling matters in marketing. But a lot of what’s out there – is completely forgettable.

So what makes a story land?

There were two talks at The Marketing Meetup conference that have been rattling around my brain ever since. And together, they unlocked something simple but powerful about how we tell better stories.

People remember what’s different (especially if it’s weird)

One of the talks shared a series of genuinely odd, slightly awkward human encounters. The kind you replay in your head years later. The kind you tell your friends about because they’re just so… weird.

And that was the point.

People are odd. Life is odd. And the things we remember most are usually the things that don’t quite fit the mould.

In marketing, we often sand down the edges. We aim for polished. Safe. On-brand. But in doing so, we often strip out the very thing that would make someone remember us.

If everything sounds the same, nothing stands out.

Being a bit different, a bit odd, isn’t a risk. It’s a strategy.

A line that’s stuck with me ever since: “In odd we trust.” Admittedly it was repeated about 100 times during Dave’s talk (because of course repetition is another thing that makes stories stick).

But honestly? I think that might be one of the most useful storytelling principles out there.

Stories don’t just need heart. They need structure

The second talk approached storytelling from a different angle. Less about standing out, more about moving people to act.

Because a memorable story is great. But a story that actually changes behaviour? That’s where the real magic happens.

The key takeaway from Maddy Allen’s talk was that effective storytelling is about combining three things:

• Logic – Give people a reason to believe
• Credibility – Show them why they should trust you
• Feeling – Make them care enough to act

Miss one, and the story wobbles.

Too much logic? It feels dry.
All emotion, no substance? It feels hollow.
No credibility? It feels… well, a bit like marketing.

The sweet spot is where all three overlap.

Bring people into the moment

One of the simplest (and most effective) tips shared was about tense.

Most marketing storytelling is written in the past tense:

“We worked with a client who struggled with…”

It creates distance.

Instead, try telling stories in the present tense:

“You’re staring at your analytics dashboard. Traffic’s flat. You’ve tried everything you can think of…”

Suddenly, you’re there. In the moment.

Add sensory detail—what you see, hear, feel—and the story becomes immersive. It stops being information and starts becoming an experience.

And when someone feels like they’re in the story, they’re far more likely to engage with what comes next.

So what does this actually mean in practice?

If you’re creating content, campaigns, or even just writing your next LinkedIn post, here are a few things I’d keep in mind:

1. Don’t iron out the interesting bits
   If something feels slightly unusual, human, or unexpected—lean into it. That’s often where the gold is. Different is what will make it memorable.
2. Balance head and heart
   Make sure your story has substance (logic), trust (credibility), and emotion (feeling). You need all three.
3. Write like it’s happening now
   Use present tense and bring people into the moment. Use sensory descriptions (the weirder the better) to help them see it, hear it, smell it, touch it, feel it, experience it.

View from The Den

Storytelling isn’t about being the best writer in the room. It’s about being the most human.

And humans are messy, emotional, irrational—and yes, a bit odd.

So maybe the goal isn’t to polish our stories until they’re perfect.

Maybe it’s to make them real enough, different enough, and felt enough that someone remembers them tomorrow.

And if they do something because of it?

Even better.

Need help with your storytelling? Get in touch.