Remember Biology class, studying for the big test, and struggling to remember what the Golgi complex looked like (was it that squiggly thing?) or what exactly the endoplasmic reticulum does (something with proteins, right?).
Now think about your hobbies. If you're into baking, vintage Swiss watches, or restoring old cars – no matter what it is – these endeavors entail a lot of details. Your passion drives you to dig deeper and learn how to make the perfect fruit compote, for example. You effortlessly learn, study, memorize, and perfect your knowledge and skills ... and it doesn't feel like work. It's natural, fun, and you retain details at an incredibly granular level! You totally "get" the difference between the crown on a Rolex reference 6536 versus the reference 6538!
When you have built a product or service and identified an audience to engage, it is crucial you connect with authenticity. Through consistent storytelling, you gain the attention of your new audience. Their attention will allow you a (very narrow) window in which to consistently tell and add to the story, leading to trust. Your audience will see that you know what you're talking about and can meet their needs! This new-found trust then leads to the most elusive goal of the so-called "funnel," action!
Connecting through storytelling creates a buying environment, not one where you have to sell. You're certainly not convincing anyone that they need something that they aren’t sure they need. Yes, this is still marketing. But the wonderful difference is that it doesn't feel like marketing! You bring joy to your customers.