This links back to what I wrote about yesterday (here) as I had some feedback that I had overlooked the importance of Data and Facts.

I didn’t.

This is going to make me sound a little geeky, but I love data and facts 🤓. But; and here’s the thing, I only love it when they are being used to make a difference to an organisation.

Data can only ever Inform. It is the stories around the data that actually Transform. You can have all the data in the world, but without a narrative your audience won’t engage, They won’t change behaviour, they won’t believe and they almost certainly won’t buy.

Think of the brands you really engage with. I’m pretty certain you stay loyal because of the feeling of association and not just the facts. And that feeling only comes from good storytelling.

👟 Nike doesn’t sell trainers; it sells Identity and Possibility. Why else would you spend £285 on a pair of Alphafly’s! (if you know, you know!)

🥛 Oatly doesn’t sell dairy alternatives, it sells a feeling of sustainability with a personality. It engages you with a sense of humour. (Interestingly, there are a lot of others in this sector who employ the same tactic)

All businesses have facts, but to really stand out, you need stories.

A good creative writer will…
⭐️ Turn Values into Culture
⭐️ Turn Features into Benefits & Outcomes
⭐️ Turn Audiences into Communities

Look at the last document you wrote or published. Are you simply providing information or are you telling a story that your audience can immerse themselves in?

Need help, send me a message,

Thanks,
KL x