Masterfully written by: J. Bader
Every Business Has A Story To TellEverybody likes a good story and why not? Stories are entertaining, instructive, engaging, and above all human; they connect people to people, and businesses to customers. Stories are about communication and communication is the essence of marketing.
We have at our disposal the greatest communication tool the world has ever known, the Internet, and we are wasting it. Websites are used as if they were corporate brochures. The so-called experts would even have us remove its visual and kinetic elements, and turn it into an academic-style journal. We've been there and done that. Search engine optimization is great, but who is going to go to your website if it's boring to view, and tedious to operate. It's time to move on.
The Web is a multimedia communication venue, and with increased bandwidth and high speed connections we can use it effectively deliver our marketing messages. But communication is a funny thing, just because we talk, write, and present information, doesn't mean we are communicating. Since I am advocating storytelling as a means of delivering your marketing messages, I will illustrate my point - you guessed it - with a story. In his book 'Information Anxiety,' Richard Saul Wurman relates the following story attributed to U.S. Representative Pat Swindall, of Georgia.