© Copyright 2012
“We need better stories...” explained a Hollywood exec when asked why so many technically stunning movies are box office flops.
The same is true for advertising and marketing. Memorable, successful campaigns begin with an insightful story and original content. Yet so many ‘marketers’ are reluctant to expend the time, creative thought and effort needed to tell moving, mythic stories... preferring to spend their money on style, not substance.
Wrong from the start.
The story comes first in B2C and B2B. Without it you have nothing new to offer... nothing to advertise. Potential customers will ignore you. “I have facts,” you say. “My product is the best.” Neither really matters if your story is old, dull, boring, unbelievable or non-existent (remember that beta was superior to VHS, yet that format lost the marketing war because the VHS people told a compelling story).
When you tell an authentic, evocative story you’ve captured the essence of intelligent marketing communications. You entertain, intrigue and remake the relationship between the product and the end user. Then take advantage of digital technologies and social media platforms to get your original content into unexpected places, make the idea contagious (an ‘idea virus’ as Seth Godin calls it), and you’re light years ahead of the ‘me-too’ crowd.
Of course, strong images and a good design are vitally important... but you can’t really sell with images alone (there are exceptions); conversely, a good copywriter can sell a product with just a few paragraphs on a blank sheet of paper.
If you don’t understand this self-evident fact, you have our sympathies (and fast-talking agencies will have spent your money on a beautifully ineffective piece of creative).
Here’s the reality: The rise of social media, the decline of traditional media’s
What doesn’t change?
The need to stand out with a good product... the need to create a new category and dominate it... the need to begin with an honest narrative. If you understand the difference between a captivating story and just another silly, intrusive ad campaign... you're light years ahead of most agencies.
Just becuase you operate in the B2B community, don't forget consumers have strong opinions too. Embrace the whole market and your message will spread wider and faster.