The Greatest Story Never Sold

At PLOTT we believe that great branding begins with your story. The how and the why you do, what you do, is both emotional and personal. More than ‘what you sell’, it’s ‘why you sell’ that will engage customers.

Christmas is a time for stories.

Great stories become myth. Myth becomes legend. And later generations still tell the story. Perhaps none more so than The Greatest Story Ever Told, the story of Christmas. No matter your beliefs, you’ll know this story. We all know the beats: the call to adventure, the journey, the hardship. It’s about family, about wisdom and finally about celebration. It is a great story. So great that it’s arguably the foundation for many modern stories – from Star Wars to Harry Potter – its DNA is everywhere.

We remember the Christmas story every year. We do this through the act of gift-giving, remembering the Three Wise Men. The important point is we remember.

So what is it about memorable stories that makes them memorable? What makes them great? People remember stories that feature relatable characters and circumstance. Emotional storytelling resonates with us. That’s what gives a story power. That’s what makes it great.

The Greatest Story Never Sold

You must tell your story. You’ll get better results engaging with an audience than you will targeting customers with a sales message. John Lewis has become rightly famous for their Christmas adverts precisely because they understand this.

Your story is not a list of historical events. Why you founded your company is more emotive than when you did. Your story is about you: your goals, your dreams and the people around you.

You do what you do, and you do it well; so maybe you’ve never given this much thought. Let’s just say we’ve thought about it a lot. Over the years we’ve helped many companies discover their ‘why’. We do this with our – now legendary – discovery workshops and graphic recordings. They’re intense and fun and challenging. Like good art. Like great stories.

And your great business deserves to tell its great story.