I spent this Labor Day enjoying the cool outdoors in Dallas (after 67 days of 100+ temps) and getting caught up on old emails and blog feeds. Fortunately I had saved this gem by Brandon Yanofsky (@byanofsky) who writes for Copyblogger.
In a nutshell, Yanofsky says that we marketers need to stop using boring old copy about features/benefits/value that put our audience to sleep and instead engage them through the power of a memorable story.
Interestingly, just last week I was meeting with our content team to review the some new pages of our site (specifically our about us/history) when I got stuck trying to edit the copy. So I stopped and said "how about I just tell you the story that I'm trying to get across." Then they frantically typed notes as I easily flowed through the story as if I was telling a friend. When I finished it hit all of us that our entire new site should be written in a conversational tone and tell our story. That's a big depature from our current boring corporate tone, but hey, it's better late than never.
Like all of us, it seems Yanofsky is a bit nostalgic about Apple given Steve Jobs stepping down. Hence he used the 1984 commercial to drive his point home. It conveys a full, compelling and memorable story in under 60 seconds! Certainly a tall order for the rest of us mere mortal marketers but we need to break free of the corporate gobbledygook or die trying.