Great stories are successful and spread because they are able to be clearly communicated and capture both large and important audiences.
A great story has three attributes:
Telling a great story involves making a promise. They promise an emotional or financial benefit. The promise needs to be bold and audacious. It’s either remarkable or it’s invisible.
Trust is the result of a great story and trust is scarce resource. No one just trusts anyone. People don’t trust the car salesman, advertisements, beautiful women, the (paid) spokesperson on commercials and they certainly don’t trust government. As a result, no one succeeds in telling a story unless he or she has earned the credibility to tell that story.
Most of all, a great story agrees with our world view not the marketers. A great story doesn’t teach people anything new. Instead, a great story agrees with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.