STORYTELLING

Back when I was a child, it was easy for a brand to decide on a story and get it out there with little risk of any negative feedback from the public.

Storytelling is at the centre of all brand copywriting.

Today, however, if social media sees your brand story as being unthoughtful or not authentic, it’s going to backfire on you badly and quickly become a millstone around your neck.

The moral of the story is quite simple. Never tell porkie in your storytelling; just dig really deep to find a gem.

Oh, and hire a copywriter to do it.