Advertising Monologues

Beautiful design. Perfect targeting. Nobody cares.

Want to know why?

Read your own campaign:

"Our product solves problems."

"Our features beat competitors."

"Our company has 20 years experience."

Our. Our. Our.

You're not marketing. You're talking to yourself. In public.

Nike never says their shoes are great. Nike says you're an athlete. Even if you run once a month. Even if you're slow. You're still an athlete.

That's not Nike's story.

That's your story.

Nike just believes it. People don't buy products. They buy stories about who they are.

Your customer came looking for themselves. Like looking in a mirror. But your campaign is a portrait…

…Of you.

Check your current campaign. Circle every sentence about you. Circle every sentence about them.

Which has more circles?

That's why it's not working.

Every ad tells a story.

Someone is the main character. Someone goes on a journey.

In your campaign, who is it?

The customer scrolls past things about you.

They stop at things about them.

Same product. Different story.

One nobody sees.

One they can't ignore.

You can't not tell a story.

You can only tell the wrong one.