You think you’ve nailed your message because your latest video will make The Man Your Man Could Smell Like jealous. Or maybe you think you need to spend thousands of dollars on content marketing to court prospective customers. Nothing wrong with either one of those scenarios. Except that if your message doesn’t resonate with your[…]

Understanding What ‘Story’ Is Storytelling is a (perhaps overused) buzzword today in just about any field that involves communication — from education and government training to marketing and PR (especially marketing and PR). It’s an essential tool for digital media that, if used well, can make or break a product,[…]

Why Do Certain Stories Have Power Over Us? To see the power of a good story, all you have to do is look at some decisions we make in life. The college we attend, the president we vote for, the charities we support — we make those choices based on whose story appeals to[…]

Several years ago, the ASPCA aired an animal-cruelty commercial featuring Sarah McLachlan and her song, “Angel.” The TV spot (see the B.C. SPCA version here) showed image after image of sad-looking dogs and cats that had obviously been abused, and the song track added to the emotional charge. My youngest son was just an[…]