What is your favorite Super Bowl ad? Many people would answer the adorable 2011 Volkswagen ad featuring a little boy dressed as Darth Vader practicing the Force on an array of household objects. Thanks to some sneaky moves by dad, his efforts are finally rewarded when the family Passat roars to life with a wave of his hands.
Why was this ad so popular? Sure it highlighted childhood innocence and imagination, but the real charm lies in the story. We can sense the boy’s frustration when the Force doesn’t work on his dog or peanut butter sandwich. His last ditch effort on dad’s car is finally rewarded and he is shocked, but no doubt relieved, that his power is intact.
How can this technique help you in creating compelling content? Using story-telling to craft your company’s image in customers’ eyes is easier said than done. Good writing is a skill like any other that needs dedication and practice to improve. Getting tips from thought leaders is a great way to introduce fresh ideas to your work and help you use your story-telling skill to make an impression on customers.
Below are two pieces I recently read that have excellent pointers in this area.
Ben Mangan, CEO of EARN, outlines three ways that writers can turn their stories into effective call-to-action messaging tools by finding a unique voice.
Steve Farnsworth interviews Lou Hoffman, President and CEO of The Hoffman Agency, on tips for writing a “compelling” corporate blog.
In closing, here is a bit of advice from one of my favorite writers:
“Don’t use words too big for the subject. Don’t say “infinitely” when you mean “very”; otherwise you’ll have no word left when you want to talk about something really infinite.” – C. S. Lewis