PEOPLE DON'T CONSUME A BRAND'S STORY ONE-DIMENSIONALLY, SO BRANDS SHOULDN'T TELL THEIR STORY THAT WAY.
Every piece of communication is an opportunity for a brand’s story to connect with the reader. That’s why I’ve embraced a discipline I call, “story threading.” The art of threading a brand’s story consistently through everything it uses to communicate, to ensure a unified brand premise that attracts people and creates a deeper relationship.
THE MORE WAYS YOUR BUSINESS TELLS ITS STORY
Consumers today have more ways than ever to interact with a business.
So if that business wants to attract those people, if it wants to create
or change their perception, or persuade them to act in a particular way, it needs a story. Then it must use that story like a thread to stitch together all of its communications so that everything, in its own way, uses the same narrative and furthers the story.
That’s because every interaction with a customer, an employee, a stakeholder
or stockholder, matters. Everything gives an impression—from a brand’s website to a
sales brochure, from a blog post to an annual report, social content to advertising,
even the way a representative answers the phone.
Every piece of writing needs a storyteller. And beyond that, it needs a “story threader.”
THREADS BETTER STORIES.
When it comes to writing for a variety of a business’s communications,
there’s no rule saying it must be boring, dry or stale.
Nope, not a rule, I checked.
In fact, neuroscience tells us the opposite makes writing work. Neuroscientists have found that emotion is the quickest path to the brain—rational writing that uses an emotional narrative is far more likely to inspire people to engage and act.
Business writing of every kind benefits from a little artistry.
Because better writing doesn’t sell; it makes people want to buy.
BETTER WRITING AND
STORY THREADING COMBINED.
I am an accomplished and awarded writer and storyteller with decades of experience successfully writing brand communications and advertising for many of the world’s great brands. Now I want to bring those skills to threading together a wider variety of a business’s communications.
For years I’ve been frustrated and disillusioned by the way many businesses, agencies,
and writers ignore painting a brand’s complete picture. So I’m changing that—in a way that engages people and makes them care.