DON'T LET YOUR IDEAS TIPTOE INTO THE WORLD.
I believe brand communications is not about communicating.
It's about engaging. The most effective brand communications don't simply regurgitate information,
they engage people and connect them to the brand.
Great communications don’t sell; they make people want to buy.
IS NOW ACCESSIBLE.
Businesses, small and large, need access to world-class experienced thinkers and doers that use creativity to develop brands, solve problems and create opportunities. Unfortunately, the best of those people have been locked inside full-service creative agencies. To access them, businesses needed to wade through — and pay exorbitantly for — an antiquated and bloated agency system.
Not any more. Today many of the world’s best, most experienced and effective creative minds, have unshackled from creative corporations and are available to businesses in a whole new way.
AND TO ME, IT MATTERS A LOT.
Writing and creating brand communications shouldn’t be selective. Every interaction a brand has with a customer, an employee, a stakeholder or stockholder, matters. Everything makes an impression so nothing should be treated as less than important.
That’s why I’ve developed a discipline I call, “story threading.” The art of threading a brand’s story consistently through everything it uses to communicate to ensure a unified premise that creates a deeper relationship — from a website to a sales brochure, a social post to a training video, big to small and anything to everything. Story threading maximizes every opportunity.
THREADS BETTER STORIES.
When it comes to writing business communications there’s no rule
saying it must be formulaic, boring, dry, or stale.
Nope, not a rule, I checked.
In fact, neuroscience tells us the opposite makes writing more effective. Neuroscientists have found that emotion is the quickest path to the brain — rational thought that uses an emotional narrative is far more likely to inspire people to engage and act.
That's why business writing will be your competitive advantage when it's written better.