In the time of overcrowding the market with offerings, companies are confronted with big challenge, how to attract users. The Internet as a market segment has made it possible for customers to have an unlimited choice of products and services at their disposal, which makes sales easier for dealers to expand their business boundaries but does also make it difficult because customers become more demanding. Marketing, as such, offers a number of solutions to attract users, but currently one of the best tools to attract them is surely storytelling. Playing with emotions of the users opens all doors and also gives any company an ability to attract and keep atention that ultimately leads to loyalty. As story-telling has only gained importance through practice, it is necessary to invest a lot of effort and work in the field alone. Success lies in the narrator himself who has to adjust the story to the audience, must have an adequate voice and, most importantly, affect the emotions of his audience. The research shows that the story affects the user's perception of prices and product quality, and that buyers, when listening or reading stories, unconsciously carry out the activities that the producers have spurred.