To work, a story needs a proper beginning. It needs a set up where you establish the context and the stakes for what’s to come.
So, in broader terms, your brand story can’t be “Our widgets save you time.” That’s Don’t Bury the Lede thinking. Storyteller thinking says you have to first show your audience that you understand them and their challenges. You have to establish the context and the stakes. You might assure your audience that you know how busy they are and how that makes them feel distant from their families, for example. Being stressed or overworked can tear even the closest families apart, so wouldn’t it be great if your users were less overwhelmed and they could spend more time with their loved ones? Well, that’s what your brand is all about. Your brand is about bringing families together by making their lives a little easier, and you use your Widgets to do just that.
That’s a story that engages emotionally. It’s not a straight-shootin’ sidebar on page C26 of a newspaper.
Remember, we’re marketers, not journalists. We’re not writing research papers or police reports. We’re storytellers. So, if it serves the needs of your story, go ahead and bury that lede. Bury it and make people really feel something.
- Go Ahead & Bury the Lede, NeboAgency.com, November 19, 2013.
3. Police in Lake Mary, Florida have released audio from the 911 call made on Monday after Matthew Apperson allegedly shot George Zimmerman through his car window, causing a “minor gunshot wound” after what authorities are calling an “ongoing dispute” between the two men that dates back to last fall.
【Bury the lede?】相关文章:
最新
2020-09-15
2020-08-28
2020-08-21
2020-08-19
2020-08-14
2020-08-12