Getting closer to the source

I learnt everything I needed to know about storytelling from my dad.

When my dad got married, he bought an expensive new Hi-Fi system. The sound quality was disappointing, so he tried to work out why.

In the 70s, everybody who knew about audio knew that the speakers were everything. If you bought bigger, better speakers, you got bigger, better sound.

He discovered that everybody was wrong.

He experimented, separating the speakers and the turntable. He put them either side of a door and ran the cables under the door, so they didn't interfere with each other's signals.

This was his “Eureka!” moment.

When the source music could transmit without interference, the music was clearer, more accurate, more involving. Better.

This revelation lead him to make improvements to the turntable. It became the foundational story that built a company that survives today. Linn Products is dedicated to the pursuit of better quality sound at source, to enrich the lives of customers.

Better quality information at the source means better sound. Any information that’s lost is gone forever. Or simply, rubbish in, rubbish out.

The same is true for storytelling.

The common wisdom is that you need to be on every platform in order to get your message out there.

But the most important thing is what you want to say and why. That’s your Brand Source Story.

It should be be clear, true and engaging.

How it works in practice

As a former TV journalist, I know how to research and interview to gather the best quality information. Together we develop an understanding of your goals, your audience and your field of authority.

Only then do we decide which platform will work best. The message comes next. Using all that quality information gathered at source, we craft a narrative that draws people in, with just the right amount of tension. We find your own distinct melody.

Finally, we develop a plan to get your story out there and to measure success. That allows us to continue to refine the message and evolve over time.

Message me if you'd like to talk about your Brand Source Story in 2021.

#brandstory #contentmarketing #brandstoryteller