"What really decides consumers to buy or not to buy is the content of your advertising, not its form." - David Ogilvy
Ogilvy was most likely speaking about a one-page flyer, slogan or another form of display advertising that existed long before the internet. Yet he understood that content was key to success in advertising even then.
I wanted to write about the importance of telling stories when creating campaigns and I wanted to write something with a little authority, so I looked for an Ogilvy quote because he said/wrote many memorable statements about the subject. In looking for a quote, I came across this page, but the quote that stood out for me was:
"I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive."
One of the biggest problems I have when working with new clients is relaying the importance of storytelling. As brands embrace content marketing, the emphasis of storytelling increases with each content meeting. So how do you tell your client that their approach has been all wrong?
Their copywriter curates 'list posts' and writes 'how to' texts, then nods a knowing head in the meeting when you say we should be telling stories. At the end of the next quarter, you have another sixteen lists and instructional posts with the greatest story featuring in the author bio. No direction and definitely no brand story.
How to Get Creative
Many years ago (once upon a time?), I started working as a copywriter for a guy from New Zealand who had settled in Scotland and, like me, was a fan of Liverpool FC. His company, Carmen Online Content Publishing Ltd., had a contract to write match previews for football games covering the top football leagues in the UK and Europe. Our mutual love of Liverpool meant that I benefited by working on these reports.
My Point? Football/soccer match previews are the perfect example of fact-based content that still requires a story.
People don't read a match preview to get the stats - there are tables for that. So how can brands or content creators harness similar attention grabbing power for their campaigns? It's all in the story.
Being able to look at the stats and create a story is the basis of all attention retaining content I come across online. Watch Rand talk on any whiteboard Friday and he starts by telling you a story or setting the scene.
The White Board Friday formula works and it has a great following because of the excellent content, but also because of the way Rand delivers it. In contrast, here's an example of the same approach delivered without a story.
How to Tell Stories in Social Media
As much as we all use social media, only a few businesses become really good at selling through certain channels. I learnt one of the most important things I know about content and social media while listening to Guy Kawasaki talking during a webinar some time in 2014. He said the perfect anatomy of a tweet contains:
Entrepreneur is a state of mind, not a job title. Make your crazy ideas stick. #ArtoftheStart http://t.co/qfSCuUsChm pic.twitter.com/SuM4W1Vwpg
- Guy Kawasaki (@GuyKawasaki) March 5, 2015
The tweet contains a statement that answers the question about what it takes to be an entrepreneur. We all know how hard it is to write an essay in 140 characters, but the first sentence of Guy's tweet seems to do everything necessary for points one and two above. The proceeding call to action and link are clear.
I know what you're thinking: There's no story in that tweet.
I can't see it either, but every story needs a hook. In this case, the story is in Guy's book and most people following Guy on Twitter know a little about his history with Apple and his authority as a marketer/entrepreneur.
On that point, I'd like to finish with another message from Ogilvy: "You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace."