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(part 2 of 3)

THE BIG DANCE

4 min read

June 18th, 2018

Overused phrases get overused for good reason.

 

Overused phrases get overused for good reason.

 

Many of our industry clichés (perhaps unknowingly?) circle the same runway. Take a few of these all-time word-vomit classics for example:

 

  • Turn the problem into the solution!

  • Increase your bottom-line!!!

  • 10x your sales!

  • BUY NOW!

  • CLICK THIS!

  • LIMITED TIME OFFER!

  • The early bird gets the worm!

  • HERE IS WHAT YOU NEED TO KNOW ABOUT __________.

 

The list goes on and on. But while throwaway phrases tend to get, well, thrown away, they point to an important truth we'd be foolish to overlook — that the answer to most hotly debated problems is a reframing of the problem itself.

 

The future of marketing is strategic storytelling. It sits somewhere at the intersection of advertising and journalism.

 

Often considered conflicting concepts rooted in opposing ideas, it's now more important than ever that we operate under the open secret that advertising and journalism are two sides of the same coin: persuasion.

 

But the persuasion pill is a hard one to swallow. And there isn’t enough sauce in the world to cover up the bad taste it leaves behind.

 

“People’s most delightful emotion is learning something without knowing their being taught.” - Robert Mckee

 

That’s what great stories do. They get remembered.

 

So the next time you sit down with a client, write an email, produce an ad, write a blog, make a promotional video, ask yourself: is this a unique story that will resonate with my target market or is this just a bunch of overused phrases everyone has heard before?

 

If the answer is the latter, then do yourself a favor, don’t.

 

There’s nothing worse than feeling you’ve been duped into a purchase.

 

Low hanging fruit rots first.

 

Reach higher.

 

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(part 3 of 3)

THE WAY FORWARD

Ads were a necessary evil that powered important work. That was the relationship, as we understood it, between fiction and non.