STORIES NOT DESCRIPTIONS.

Don’t just describe things.

Even if you’re really, really good at describing things.

Tell a story instead.

People like stories.

And they remember them, too.

Creativity.

One of the things that creativity is for.

Your creativity, I mean.

Is storytelling.

Admittedly some people are better at telling stories than others.

But it is within all of us to have a go.

Rules. 

The age old rules will help you.

Tell people what it does – for them.

(That’s a benefit).

Not just what it does.

(That’s a feature).

And the first principle of any business communications.

Of course.

Is to get noticed.

And the best way to get noticed.

Is to be different.

Stand out.

Zig.

When.

They.

Zag.

So be brave.

Don’t explain.

Communicate.

Don’t describe.

Fire the imagination.

Don’t tell.

Inspire!

Readers. 

And write for readers.

Not for you.

Or your boss.

Keep things simple.

Clear.

Engaging.

Eaaaaaasy.

Charming.

Cheeky, even.

Stories Not Descriptions. 

Don’t just describe things.

Even if you’re really, really good at describing things.

Tell a story instead.

People like stories.

And they remember them, too.