We hear of how marketing must be story-telling, but I think they've got it wrong. I see it as more strong to sing a song. The product that tells, or is the hero in, a story, this narrating-narrated object subjected to the violence of purchase, its story may be misguided or boring.
Songs never are. Songs are hummable, they stick with you, they're there long after all the stories have faded away.
If you interrogate the product in a piercing and violent manner, it may yield what it claims to have been its secrets, but still: its song remains stuck in its throat.
When the impoverished, disadvantaged, absentee absence-shifting of the unabundance of customer need comes crashing into view, lamenting its loss or lack, will it be greeted and defeated by an echo of itself, in the form of corporate sludge, or will a heroic anthem, a glorification of the benefits and boons pre-packaged in the product, will that save the day?
The hole once plugged or filled must then be sent to a confident sleep via the lullabye of the product that gratifies in supreme triumph. Make your product do more than invent an adventure and tell it in a tale.
Make your product sing for its supper, make it dance and croon. Coax the product to show forth the harmony and melody of its promise and its limit. Not a silly radio jingle, but a self-assuming music that springs forth naturally from the depths of the product's soul.
What song is your product trying to sing to the customer in the condition of need?
A story can inspire a soul, but a song can transform an entire universe.
A story is the vibration of thought, while a song is the ascending agitation of Being itself.
LOCAL NOTE: The next Peoria Blogger Bash will be held at The Sports Page tavern, on Feb. 3, 2007.
I just hope we can hear each other, and not have to communicate with laptops through comments at each others blogs like at that underground Peoria bloggers rally in December at that spooky Bartonville pizza parlor.
Everybody got drunk, and started throwing pizza, other people’s pizza, pizza they had not even paid for, at the waitresses and bartenders, after hearing it was a non-smoking place.