I think I blacked out for the rest of the sentence after hearing billion dollars. I mean how on earth would somebody be able to create a content strategy that could push you towards one billion dollars? It’s a fine dance along the fine line when building your company’s strategy on how to communicate yourself to the rest of the world. Jeremy Connell-Waite IBM’s lead communication designer creates powerful marketing strategies also for some of the largest companies in the world. For your luck he also spilled his secrets behind these successful strategies in the BAM conference and I of course listened carefully. I guess you can see where this is going so let’s jump to it. You are the next to create one billion dollar marketing strategies and here’s how you’re going to do it according to Connell-Waite!
Picturing marketing strategies might come of as stiff, boring and sales oriented maybe. These kind of strategies are the ones created for machines to work the way machines do, without emotions. We’re humans, what we need are exactly the ones machines are lacking, emotions. We need emotions to guide us and our company towards it’s purpose. Purpose is the key ingridience when building a company because everything you do goes around your ”why” like Simon Sinek would say. The fine guideline to follow is how you design your strategy to communicate your ”why” to rest of the world and that’s where you should follow storytelling. Altogether, it is important to include emotions and feelings when you’re creating the storyline of your marketing or communication strategy.
Why is storytelling a big part of everything that you’re trying to communicate about your company? Because we humans need a humane response. Something that brings us feelings like good and bad, that is how you get your audience’s attention. Follow along, we’re going to look into Jeremy’s secret. 4 factors that are necessary in your strategy’s storytelling so you can reach the 3 commas club.
Ethos, Pathos and Logos might be the ones that some marketeers are already familiar with. If not, don’t worry I’ll explain.
Ethos – The one which builds up the credibility on what you do.
Pathos – The one which brings up emotions in your audience ( remember we’re just humans )
Logos – The one with logic and reason on what you do.
These 3 might seem like a good combination that you have used to your strategy’s storytelling already. However have you ever thought about adding more? The one that is missing from the set is Kairos. Kairos the one that creates the last dash of delicacy, the one to create a crucial moment.
It took me awhile to understand the beauty of storytelling when creating serious strategies but the more I look into it the more it makes sense. At the end of the day we’re all the same in some ways and in some ways we all differ a bit but that is what makes us unique. With Ethos, Pathos, Logos and Kairos you’re storyline will make your work unique and popping. We need a ethere balance between what is for the head and what is for the heart. That way our message gets heard and our why gets out there. How to track the passion in work afterall, ” storytellers are not well balanced individuals ” like Jeremy mentioned. Go give your plans another twist of the ancient greek glory!