The single biggest problem in communication is the illusion that it has taken place meaning. Tell Me, Don’t Sell Me
Some would say we have the internet to thank for that, but this problem began long before being online took over our lives. Consider this.
When it comes to communications, the dissemination of information is only half the process. How often have you asked yourself upon reading a press release or seen an ad on television and wondered what they were talking about.
Yet, many of us have gone out of our way to make sure what we were saying was incomprehensible to those we were addressing. After all, Wall Street and lawyers have made large and small fortunes by hiding their true agendas behind words and phrases that have little or no meaning to the rest of the world.
The subject I want to talk about is narrative marketing. Ask yourself this question. Are you more likely to buy something that you know and understand?
A powerful way to do that is to combine the narrative story telling elements of journalism and PR with the controlled reach and frequency of advertising to create the new paradigm called narrative marketing.
My goal is to teach PR people how to think like marketing people and teach marketing people how to use the narrative story telling techniques of PR as a method of building their brand. Hopefully, this book will show marketers how to get a better return on their investment by shifting some of their advertising spending into narrative marketing.
A discussion about the power of narrative marketing.