Storytelling:
Storytelling is Writing
Storytelling might be the most misunderstood part of marketing. Which is strange because that’s like saying marketing is the most misunderstood part of marketing. But marketing isn’t defined by its tactics: Running campaigns, making collateral. Marketing is creating a story and communicating that story, whether that story is corporate messaging or a product roadmap. And a story, no matter what the medium, always starts with the written word.
Marketing is
Storytelling
Storytelling
is Writing
Let’s Get Better
at Writing
Marketing is
Storytelling
Marketers should be able to point to their story. Physically. Here is the document.
It should be comprehensible without a presenter. And you build that story like a novelist writes a book. You research it. You structure it. You draft it. You get feedback. You own it.
Storytelling
is Writing
If marketing is storytelling and storytelling is writing, then marketing is writing. Too often, though, writing is a sub-function of the creative team, entrusted to a low-level copywriter, when it should be the highest level of strategy for the team.
Let’s Get Better
at Writing
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