ONCE UPON A TIME…
As I am venturing into this uncharted territory of looking for job opportunities and marketing myself and my skill set- I am struck by the reality of words. That may sound strange- “the reality of words”- but hear me out. When I put storytelling as a skill it may come across as whimsical or even unprofessional to some, and that is ok, all of our brains are wired differently; but to me storytelling is the core of true marketing. If you cannot tell a compelling story that engages your reader and wants them to take the journey with you - have you been successful in your messaging? I can only rely on my own experiences, but I can remember hanging onto every word of a bedtime story, being so completely in the moment with the character and what they were telling me that everything else fell away. Remember that? Remember those moments in the dark being so excited for the next page to turn because you wanted to know if the hero saved the day or captured the treasure or slayed the dragon? You were part of the story- you were part of the journey and how it ended impacted you, it mattered to you. Is that so different from marketing a product or service? To me, the answer is no. You are engaging someone to follow you, to rely on your knowledge and experience, to trust the map you have placed before them, to believe in your message so completely that they will wager their financial success. That is the power of storytelling. Imagine me saying this in the voice of Morgan Freeman and perhaps it will better drive the point home- “Telling someone’s story is powerful. It matters. It changes ideas, it motivates change, it drives action.”
I am not simplifying marketing in any form. I have been doing this for over two decades (insert comment about how time flies here) and I get it. I understand the research, the drive to understand the client’s need, the pressure to meet a deadline, the motivation to create something that will resonate and motivate your client to pick you. All of that is the reality of the job, the tactical, the day in and day out- but what about the magic? Yes, I dare use the word magic because to me that is the core of marketing. It is putting words to the thoughts of others; it is crafting a message so unique that a stranger says- YES! THAT IS IT! It is having another person connect to your words and trust you to be their partner for success. Are we writing the next great American novel- no; but we are impacting the direction of industry. We are driving cultural change. We are captivating our audience to believe and that belief is the basis is the fuel that drives greatness and ultimate success. That belief is why there is an apple on the back of our phones, a red and white soda can in our fridge, and why we all encourage each other to “just do it.”