The quote that got me was, “No child will ever ask you to read them a press release at bedtime.”
His point was the corporate story you tell has to be engaging. If a child doesn’t want to watch, listen to, or read your story, neither will your customer.
We all complain about how bad some of the messaging is from organizations, yet many of us get behind our computer screens and pump out crap no one wants to read. We know it’s crap. We know no one wants to read it.
I get it. Bosses or clients insist it be full of corporate speak and jargon, but it’s our jobs to change the thinking around this. In my book “Spin Sucks,” I write about how important it is to think about your brand storytelling like you would a novel.
In that vein, here are five essential parts to brand storytelling.
What is it your audience really cares about?