Conversion Copy | Content Creation

Category: Brand Story

“He’s the kid who…”

I was at dinner last week, reminiscing with a friend when he asked me if I knew a certain person. “You remember,” he said, “he’s the kid who had the bloody eye.” I immediately knew who he was talking about. Lots of kids had bloody noses, but only one had a bloody eye. We could […]

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Fascinate—The Brandstory Review

When I first started hearing about Sally Hogshead’s book, Fascinate, I was convinced she had it all wrong. Why would anyone want to fascinate potential customers when they could be engaging and selling to them? Fascinate seemed like the wrong word. But I’m the one that was wrong. Sally’s definition of fascinate comes from the […]

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How Apple Uses Stories to Sell Phones

People have been writing about the greatness of Apple’s advertising since about 1984. These days Apple does a brilliant job of speaking to its customers in a unique and consistent voice—no matter what the product (and the voice differs depending on the product and audience). The iTunes/iPod campaign features people dancing with their iPods and […]

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Kurt Vonnegut: Why Stories Appeal

In a post from last year, Derek Sivers writes about a talk he attended in which Kurt Vonnegut explained why stories appeal to people. Check it out here. Vonnegut drew up a few common story arcs like this one, for Cinderella:     Note the dramatic ups and downs. This is what makes a story […]

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Search Stories

This is pretty cool: Google has introduced a new tool (or is it a toy?) called Search Stories. It takes your search requests (or someone else’s) and turns them into stories using search results, google maps, Street View, books, images, and more—complete with music and video. What sounds little lame at first (who wants to […]

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Framing Your Story

This entry was originally posted on September 5, 2008 on the old Brandstory blog. Today at the Brains of Fire blog, Robbin posted a short movie well worth six minutes of your day. It perfectly illustrates that how you tell your story is just as important as having a story to tell. Watch for yourself:

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Copywriting School

This entry was originally posted on July 27, 2007 at the old Brandstory blog. Michelle Miller at WonderBranding points us to a terrific (so far) series on effective copy writing from the geniuses—Jeff Sexton in particular—at FutureNow. I’ve had the opportunity to work with the FutureNow team. They know what they’re talking about. The first […]

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The Blue Nile Philosophy—Just Be 10% Better

This entry was originally posted on May 11, 2007 at the old Brandstory blog. I have been a fan of Blue Nile ever since I received a booklet from them six or seven years ago. The booklet, really a direct mail piece, explained how to do different “guy” things like carve a turkey, mix a […]

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5126 Failures—The Dyson Brand Story

This entry was originally posted on April 18, 2007 at the old Brandstory blog (link for a limited time). James Dyson is a failer (not failure). While vacuming his home, he became frustrated with the lousy suction of his vacuum cleaner. The bag and filter clogged too quickly, reducing the suction to the point where […]

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Bear Naked Granola—A Brand Story I Like

This entry was originally posted on February 9, 2006 at the old Brandstory blog (link available for a limited time). A few weeks ago, while searching around for an afternoon energy boost, a coworker turned me on to a new product—Bear Naked Granola. He said, not only is it good, but it’s a small company […]

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