How the hell are you supposed to get any cut through with your content? I mean, there’s the shock and awe, clickbait kind of route, but that doesn’t build you credibility or long term customer loyalty. It might be surprising to know that this is not a new phenomenon. Here’s some ancient history on […]
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Ignore Valentine’s Day: it’s all about the book giving
Let’s talk about true and enduring love. Not the hearts and flowers stuff, but the love of a great book that has an impact long after you’ve put it down. Alongside that other thing that’s happening today, it’s also International Book Giving Day. I’ve got 5 suggestions of books for people and how they […]
Why your unique selling point isn’t (and what to do about it)
Unique: being the only one of its kind; unlike anything else. So when they say you need to find a unique selling point, or proposition, that’s a pretty high bar. Can you name one thing that is truly unique? What’s not unique? I worked with a client recently, pulling together the story of 30 […]
Why storytelling is still important to businesses in 2020
What’s your favourite founder’s story? Could be Virgin, Innocent, Glossier…all businesses with great stories. Now, what about their best revenue numbers, or EBITDA? Why is that? Simple. Your brain gets more excited by stories When you hear facts and data, then a few bits of your brain light up. If you’re fascinated […]
How transparent should your content be?
“The Trial of Christine Keeler” on the BBC has been a great production and shows how at that time in history stories were much slower to unravel and hit the front pages. Slow, but not impossible, and in the end, the truth comes out. I mean, “Where is Christine?” is only a headline for […]