“Never Mind Fixing Our Sentences. Fix Our Story.”

This post was written by John White on Wed, 04 Nov 2009 08:26:15 +0000
Posted Under: ideal reader,rapport with writer,tell your story

fixing-storyThe marketable story is always there. It’s easy for us to lose sight of the best way to tell our story, though. And if we lose sight of it, our ideal reader will certainly never be able to find it.

Hire a marketing communications writer who can tell you to cut out all the bull and get to the point.

One marketing manager needed a writer to help tell a sales transformation story. Here is how he described the project to the writer:

We have a 100-slide presentation on our sales transformation process. We need you to help us do the following:

  • Understand the key elements of the company’s Sales & Marketing Transformation
  • Confirm that we have captured the right information relative to your participation in the transformation
  • Brainstorm ways that we could best disseminate the story to its client and internal audiences
  • Outline possible roles that we each can play in further tailoring this content for differentiated audiences

“Who put that together?” I asked. “A management consultant? It’s ghastly.”

It isn’t that a good writer doesn’t understand all the fancy words. It’s that nobody will read about a sales transformation, and absolutely nobody will read a 100-slide presentation about a sales transformation. However, a lot of people will read a story about a sales transformation. And a good writer will deliver a story.

“Instead of sending that to the writer,” I suggested, “tell her you need her to fix more than sentences and paragraphs. Tell her you need her to fix the way we tell our story.”

Have you ever told a writer, “Help us tell our story better”? Did you find a writer who could do it?

John White of venTAJA Marketing posts about technology writing from the perspective of the marketing manager. It’s dirty work, but somebody has to do it.

photo credit: Seattle Municipal Archives

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