Here’s an interesting observation from David Droga, who was recently interviewed in Esquire Magazine on the state of the advertising industry.
It’s called the Strongest Story Wins
“Name the strongest man in America. I bet the first image that comes to mind is the Hulk. Or superman. Paul Bunyan, even. Not Derek Poundstone, the three-time winner of the America’s Strongest Man competition and the only real person in this paragraph. That’s because no one gives a shit about Derek. Only the strongman with the stingiest narratives stand the test of time.
It’s not rocket science: The best ads tell great stories. They look and feel like the content you’re already consuming. They invite you in. They make you laugh. They teach you something.
They also sell.
The ingredients for great advertising haven’t changed since the Mad Men era. Brands win if their advertising is relevant and people like it.”
So…what’s the story you tell?
Isn’t it time you figured that out?
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Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube