To tell a story, you have to want an outcome.
Stories, quite simply provide the best way to deliver a message that isn't just heard or seen, but understood. A message that inspires, motivates and elicits an action or response.
We are in the greatest position in history to free ourselves from the general constraints of traditional everything.
We can tell our stories to anyone. Anywhere. Anytime.
from Mother Goose, Dr. Seuss & Coca-Cola
Have you ever thought about what makes a successful story or brand? Well, I have.
Think of the Cat in the Hat, A Tisket A Tasket, and Coke. Repetitive sounds in cute, clever succession.
Coca-Cola is a name bubbling over with mnemonic devices: alliteration and rhyme. Who wouldn't be proud of Tony the Tiger or Hamburger Helper? How about Jamba Juice, started by some guys that worked at Dunkin' Donuts which competes with Krispy Kreme?
Proof that this type of copy writing works can be found by reading Beowulf. It was written alliteratively around the year 1000 a.d. With that in mind, if you want to sell, rhyme like hell.
And alliterate to make it great.
Each of these steps relies on a strong creative that the company trusts to be an expert in their domain.
The Client has to be brave and willing to take the risk and approve an approach that is not strictly “orthodox” and carries some risk. I know how hard it is to resist the safe harbor of bland, me-too, and consensus-driven approaches. There is a special reward for the client who has the courage to go out on a limb and try something that zigs when everyone else (including his or her boss) expects it to zag. The reward is the splash of color – sound of silence – of disruption that means more business.
Establishing A Voice
I've been in a few situations where I was brought in on a project or into a company where writing the verbiage was being done without too much strategic thought. It is hard to establish a style. But worth it when customers respond and resonate to your unique and well defined way of communicating. It makes your brand and products that much more captivating.
Why do we communicate with customers?
To build a community of enthusiasts and partners. It's the same reason we talk.
To tell our story.
With the world-wide-web, together we can advance the art of telling your story. We can create captivating, immersive, interactive and emotional experiences. Whatever medium we choose, we can move people in more powerful ways than a speech could, a letter can, or an ad and traditional marketing ever could.