communications

Storytellers wanted

Marketing tends to get a raw deal in the industry. Public Relations get an even worse one. Every description from ‘manipulative,’ ‘unethical,’ ‘evil’ to ‘boring’ gets applied to what we do. But at the end of it we’re (some of us at any rate!) just misunderstood.

Now, don’t get me wrong.

There are some of our colleagues and associates out there who do go a little too far in their pursuit of sales and ink for their clients/ employers.

But for the most part, may of us are trying to provide valuable information to people who may find it useful.

For instance:

• Where to go to get a great deal.
• What channel to watch for the best documentaries (and what makes them the best).
• Why Product X is better than Product Y - for real without the fluff and without the hype.
• What is it about a brand that makes it relevant, real and suitable for you to invest your loyalty and your ringgit / dollar in?

It’s a long list but you start to get the picture.

It’s about building a story around what we’re doing.

After all how many times has someone said “Let me tell you a story …” and gotten your attention? Compare that to “Let me tell you about my company / product / benefits …”

Which one is more interesting? Which one is more likely to be a hit at your next party?

So go ahead - explore the stories that you can share. Tales that you can tell. Make them real and make them relevant. You’ll be surprised at the reception you get - who knows, it might make a good story at the next marketing convention you go to!

What great stories have you been told recently by well thought out and relevant marketing, public relations or even advertising campaigns? What brands are you loyal to because they have a consistently real and relevant story for you?

© 2009 Journeys Through The Line.