I love this terrific brand storytelling cartoon by Tom Fishburne at Brand Camp. The point he’s making here, though, is one we all need to take to heart. Are our stories boring? Are we telling them half (a tenth?) as creatively as we could? I think that the honest answer is: not all the time.
Take something simple, like a
press news release. (N.B. Stop writing press releases. Write news releases instead. I’ll talk more about that soon.) Think about your last news release — did it start out the same way?
Company, a leading something something-else in the something-or-other industry, today announced…
B – O – R – I – N – G -!
I’m not saying that I haven’t written those releases as well. I have. But I try (really) to tell better stories with releases. Stories that my audience can relate to and connect with.
Because, as with Tom’s cartoon above, we’re really beginning to put our audiences to sleep otherwise.