This morning one of my Twitter followers tweeted the following:
In case the image is too small on your screen, it says ‘My most valuable class in college was creative writing. Storytelling matters so much in marketing.’
I’ve been thinking a lot recently about just this topic. I think so many good horse professionals get hung up on the terms ‘marketing’ and ‘public relations’ and don’t realize that at the very heart of good marketing is simply telling your story, to an audience that will respond to that story.
In a story, you want to know the ‘who, what, when, where, and how’ – it’s like in the game Clue, where you learned that Colonel Mustard did it in the library with the candlestick. That told a story, and gave you information you needed.
Several years ago, a friend of mine, executive coach Barry Zweibel of GottaGettaCoach! Inc., gave me a book titled ‘Not Quite What I Was Planning – Six Word Memoirs By Writers Famous And Obscure’ – it’s a play on the legend that Ernest Hemingway was once challenged to write a story in six words. His story?
For sale: Baby shoes, never worn.
According to the book ‘Not Quite…’, Hemingway said it was his best work. And in modern times, sometimes six words is all you get to capture someone’s imagination and get your message across.
I recommend seeking out the book and at least flipping through the pages. It’s not only inspiring to read what people write about their lives in six words (and enough people thought so that it became a New York Times bestseller), but it’s a good lesson in storytelling.
If you had to sum up your marketing message in six words – what would they be? If you want to take on that challenge, send it to me via the Comments and I’ll post the six-word marketing messages here.
Make it a great week!