Most poets and writers in Iranian culture have used a lot of "exemplum" as a rhetorical element, because exemplum regardless that to be based on a famous story or habit or to be simply a wise, well- meaning and well- worded sentence has great persuasive power. Hakim Abolqasem Ferdowsi, like other poets, expresses the exemplum in Shahnameh in various occasions by awareness of a persuasive power that lies in a variety of exemplums, and he interprets it as "storytelling". In this paper, the quality of these "storytelling" has been examined through descriptive- analytical method. To do this, we first have introduced different meanings of the word "storytelling" in Shahnameh, and then, based on the couplets that this word has been used in them in the meaning of the expression of the exemplum, we have tried to show that Ferdowsi often uses of this persuasive strategy at the time of hidden or obvious inconsistency or dissonance of events of the story, or the speech, or the act, or the verdict of the characters with the vote of the exemplum and rhetorical speaker, and in most cases, the appearance of the exemplum is for this reason that a word, an event, an adventure, a decision, a condition or an opinion, a belief and the behavior way that is not acceptable to be changed, and its speaker identifies that if he sees fit, to be expressed in the form of an exemplum which is the result of collective wisdom of predecessors, will have a greater impact…