Don’t create marketing…reveal stories

5 Apr

I’ve been writing like crazy today, and I love it. Why? Because I seem to have a modest talent for telling business stories in ways that move people. I love the rush of telling stories and making clients happy with the stories I help them tell.  It makes their jobs easier, and lets me keep this as my job.

One client lets me write feature stories for their company magazine; my style for them is no secret. I interview the people involved, look at what they say, and knit together a narrative that let’s them tell their story.  It’s a style that works as well in feature stories as it does in web copy and press releases.  The goal is not to “spin” a story out of whole cloth, but with words to shine a spotlight on what it is that keeps clients going each day — solving customer problems, innovating, selling products, building a brand, advancing reputation.

I’m a public relations and marketing consultant but I’ve come to believe we spend too much time creating marketing. Instead, we should  invest our time revealing our stories. Pull back the curtain, and you find products that change peoples lives and make their businesses better. You find brilliant scientists, committed customer service reps, passionate sales people, visionary leaders and even innovative marketers.

The thing is, most companies hire sales people and product people and process people and business people — each articulate in their own ways.  They don’t hire writers, or reporters. Business people make stories, and live inside them. Call a writer to hear the stories, bring them out into the open, and reveal the idea at the core.

Do you have communications that matter? Let’s talk?

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2 Responses to “Don’t create marketing…reveal stories”

Trackbacks/Pingbacks

  1. Tweets that mention Don’t create marketing…reveal stories « Kadet Communications -- Topsy.com - April 6, 2010

    […] This post was mentioned on Twitter by Dayne Shuda, Ken Kadet. Ken Kadet said: Don't create marketing…reveal stories: http://wp.me/pcFMH-8Y […]

  2. Minnesota Monday – Communications Bloggers Posts From The Week Ending 04/11/10 | e-Strategy Internet Marketing Blog - April 12, 2010

    […] Ken Kadet says we should reveal stories, not create marketing […]

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