This is a famous story about Claude Hopkins, the father of marketing, who, in 1919, was hired by Schlitz beer to create an ad that would save the company.
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Scooped by Karen Dietz onto Just Story It |
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Karen Dietz's insight:
This is a really quick article that is a great example of the power of a back story to turn a business around.
If you need a story in your biz story toolkit to share with clients about how useful back stories can be, then this post is for you.
If you are still wondering about backstories and why you need to pay attention to them in your business, then this post is for you too!
The story is short, but it will stay with you :)
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it
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Run, don't walk to watch this incredibly inspiring video about what we are all searching for in our storytelling.
Even though Bobette Buster is speaking about the entertainment industry, her words are incredibly important to anyone who is crafting and sharing their business stories.
Bobette talks about the most powerful stories (and this applies to our biz stories) being ones showing transformation, becoming fully alive, and offering hope. When we think about stories in marketing/branding we often forget these fundamentals. The majority of 'business story' videos I watch these days totally miss these themes and end up being more like digital brochures than real compelling stories that build a growing cadre of loyal customers.
But think about this for businesses: a founding story of an organization is often about being faced with a challenge and overcoming it -- that is showing transformation and offering hope to others.
Business stories about people (customers/staff) and the obstacles they've overcome + the results produced offer the same messages.
I could go on and on. It's better to just watch the 15 minute video. Bobette talked 2 years ago at the Storytelling in Organization's Special Interest Group (SIO SIG) and was masterful. The book "The Uses of Enchantment" she cites was a textbook in my PhD program. I'm currently reading "Inside Story: The Power of the Transformative Arc" and it dovetails nicely with Bobette's talk. I hope you get inspired and lots of ideas by watching this. Delete the scoop?
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Ken's Key Takeaway:
Hopkins said, "80% of your time should be spent on the offer and the story. It may well be that you have worked so hard and so well and with such focus on your product that you too will not be able to see the true value that you have to offer and the best way to create your crushing offer."