The best marketing today revolves around great storytelling, not mindless advertising. People are overwhelmed with information – if you want to succeed you need to make them pay attention and care. To do that, your stories need to connect with your audience emotionally.
No one “opts-in” to boring stuff. We have a world of choices at our fingertips.
But telling great stories isn’t easy. In fact, it can be pretty damn hard. People are too often trained to be “professional” when writing for business purposes. Unfortunately professional has become a synonym for boring, verbose and officious. That doesn’t work.