Stop Shouting! Reasons to add storytelling to your marketing

It’s not easy for advertisers nowadays. Gone is the Golden Age of advertising, when there was a monopoly on consumer attention. There’s only so much prime time space available on TV, billboards and in major newspapers. This is also incredibly expensive to iterate enough times to get noticed. Traditional advertising platforms are more likely to be seen as (expensive) wallpaper. A new style of marketing is required to create engagement, and in the digital realm, there’s plenty of room for this.

It used to be all about the advertising agency. The father figure and purveyor of cool, telling people what to think and buy. We’ve now moved to a consumer-empowered market, where the customer is the centre of the universe.

Don’t listen to agree or disagree – just agree to listen

Business should focus on making a difference and not only on making money. And leaders need to listen more than anyone else. Furthermore, money and motivation have nothing to do with each other. Now, if you think these ideas are crazy, then how about this: It does not take a great idea to start a great company. In fact, starting a company based on an idea might actually be a bad idea.

Yes, please do not read this from the angle of whether or not you agree or disagree. Don’t read to agree or disagree. This stifles learning and this is a big challenge in these modern times of constant distraction. Give your full attention to understanding. If you fully understand and you disagree then that is your right. Having understood a different viewpoint, you are entitled to disagree. One has to learn to understand viewpoints with which you don’t agree with. You don’t have to hear what you agree with – what you agree with you know already. What one has to study and learn are viewpoints with which you don’t agree.