Should he be allowed to touch the art at museums?

Great copywriters are great storytellers.
But don’t take my word for it, just listen to this:

His words carry weight that would break a less interesting man’s jaw.
At museums, he’s allowed to touch the art.
His blood smells like cologne.
Sharks have a week dedicated to him.
He once had an awkward moment, just to see how it feels.
The police often question him, just because they find him interesting.

The above lines are recited gravely by Will Lyman, the exclusive narrator of Public Television’s long-running Frontline series, over video-clips of the Most Interesting Man in the World as he’s cliff-diving in Acapulco, or dropping from a perfectly good airplane while strapped into a kayak. Here’s one of those videos:

The whole campaign was conceptualized at EURO RSCG, but the more important question is: does it sell Dos Equis beer? You bet, just check out this article from McLean’s titled King of beer sales; or this one from FastCompany titled Why The Most Interesting Man in the World Moves More Units Than Old Spice Guy.

My 2¢: Sometimes a remarkable product/service arrives with no story. But for the most part in life, all great things start with a story. What fuels positive word of mouth marketing in business is the quality of interactions with the customer, not the quantity of interactions.

If you always do what you always did, you always get what you always got. In my experience, one of the biggest challenges entrepreneurs face in growing their businesses is this: they fail to appreciate the importance of telling their story well. And if storytelling is not your strong suit, why wouldn’t you hire a professional to help you articulate your story?

P.S. Please remember that the icing is not the cake, and the icing does not make the cake. Said differently, it’s true: your story is just the icing. Your product/service must be the cake. But when the two come together, you’ve got a package that’s hard to ignore.