Same old story, but new.

If you want to tell a story about your product, remember that marketing operates on a mere handful of story lines, retold in hundreds of new ways. Same with literature, cinema, opera and so forth.Which story line will you use? Well, how about “conflict”? A problem occurs, your product solves it. That’s as old as it gets..

Aren’t the classic Volkswagen ads really about “the underdog”? David Ogilvy built story value into everything he touched, but not everything he wrote was a story, per se.

Stop and think about the story you want to tell. Consider how others have told it before you. Then tell it once more, new.


David Fowler is a writer and executive creative director in New York.
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