“The Why is the single most powerful way to get the ripple that connects a story to its audience. Why this audience? Why should they care about you and what you have to say? Why do you have the credibility and right to be having this conversation? Why is this considered storytelling and not repurposed advertising? Why did you select the story you are telling? Why would they have a barrier or even better trigger to receive it? Why are you choosing the distribution or influencer partner you are choosing to share the story? Why are they the best partner to help you adjust, optimize and measure the impact of your storytelling?”
— Shannon Pruitt, Creating a Ripple Effect Is Key for Branded Stories to Swim, Not Sink
Tagged: Advertising, Marketing, Business, Storytelling
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Creating a Ripple Effect Is Key for Branded Stories to Swim, Not Sink adweek.com

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