A huge jam donut sits on the desk before me…waiting. But first this:
As a business person you may be bombarded by ‘experts’ and wanna-be ‘gurus’ telling you about how you should be using ‘this social media platform’, ‘that hot new app’, this ‘buzzword trend’, ‘that new technique’, and quite frankly you can get swamped in opinions while you’ve got more important things to do, like run a business.
In the 16 years since Wide Eye was born we have seen many trends from Myspace to Friendster, blogging to Snapchat to drone footage to Virtual Reality all arrive with a bang and sometimes survive.
But whether these tools, gadgets and gizmos turn out to be life savers or focus stealers there is one constant in good communication and that’s telling a good story. That’s the jammy filling of whatever dough or pastry the story is delivered in.
Human beings like a story; we love a narrative. What’s the beginning - where does the middle take me - and is there a cracking ending?
Without a story you’re just delivering information and while there is certainly a time and place for solid, dry information, it’s usually AFTER you’ve got a potential customer hungry for your iced buns.
For a good example look at an ad for let’s say a new upmarket car. They could pack that 30 seconds of expensive advertising time with amazing performance facts and figures, details of the leather interior, a positive spin on the boot-space and data from the road safety testing labs. But no, all that’s for when a potential buyer picks up the brochure.
The ad is for delivering the story, the narrative, and that narrative is YOU in THAT CAR, looking pretty damn cool with a world of open roads and adventure before you.
That’s it, that’s the story. It doesn’t matter how if you think about it too sensibly for a minute it all falls apart; the seed is sown. The facts can come later.
Whatever you’re selling, there IS a story there somewhere, whether you’re making someone’s life easier, transforming their prospects, improving, fixing, entertaining or just delivering them quality donuts; it’s not the facts (the calories, the fat content) - it’s the story.
And this story is that I couldn’t have my delicious sugary donut and hot black espresso until I’d finished this post.