Thursday, 28 April 2011

Once upon a time there was a great marketing storyteller!

This blog is brought to you by BrightBlue Marketing team member: Andrea Lamarsaude.

As a child hearing the words, “Once upon a time” were music to my ears as it meant it was storytelling time, my favorite time of all! It didn't matter if someone was reading to me or I was reading to myself, what mattered was the story! Would it be about some distant land I had never been to before? What would the hero or heroine be up against? Would someone need rescuing? Was a dragon involved? How about time travel? The more excitement there was the better! I loved, and still do, a good page-turner!

Good story telling is an art.

A wonderful example is artist Aaron Koblin who has developed software that tells stories and creates art by sifting through online data ( One of his latest endeavors is a "global collaborative art project.” Together with Chris Milk they created a commemorative music video story of Johnny Cash, each of the 1,370 frames in the video was created by a different person.

In much the same way a marketer can take all the “data” or information available about a company and its products and services and develop a strong and compelling story that makes the reader want to truly understand what they offer and how it can benefit them. So much more exciting than just a cut and dry listing of their products features and benefits and definitely a magnet for potential clients and the press!

Mastering the art of good story telling is an absolutely necessary skill to have when it comes to marketing. The difference between a good marketer and a great one is their ability to craft and tell their client’s story in a compelling and page turning way. Knowing how to tell someone who you are, and what you can offer him or her that no one else can is one of the key elements to successful marketing.

Lisa Barone, Co-Founder and Chief Branding Officer at Outspoken Media says it best, “Marketing is storytelling. It’s you talking directly to your customers and telling them who you are, why you’re better and what you believe so that they remember you and feel connected to you. It’s you making them associate something with your company.”

Brian Clark, founder of Copyblogger and CEO of Copyblogger Media says, “Everything you do to market your business is another paragraph, page, or chapter in the story people hear from you. And the story people hear is the one they act (or don’t act) on, and repeat (or don’t repeat) to others.”

Brian goes on to say, “…purposeful storytelling is the mark of the great novelist, screenwriter, and playwright, and purposeful marketing stories are a sure sign of a great content marketer.”

We’d like to hear from you! Tell us about the “page turning” marketing stories you have created for your business and your clients.

-Andrea Lamarsaude Marketing Manager, BrightBlue Marketing

Links to further reading:

· SMB Marketing Is About Telling Your Story - Lisa Barone, Co-Founder and Chief Branding Officer at Outspoken Media

· How to Craft a Marketing Story that 
People Embrace and Share - Brian Clark, founder of Copyblogger and CEO of Copyblogger Media

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