Kranz On Copy: Insights and answers on copywriting and writing copy

In my Virtual Seminar last Thursday (B2B Web Power), I gave participants a formula for story-telling that begins with desire, but must proceed to danger -- a risk, obstacle or a "but..." -- in order for that desire to unfold into drama.

So imagine my glee when I opened (virtually) the WSJ this morning and read movie critic Joe Morgenstern's article about Alexander Mackendrick, the great director ("Sweet Smell of Success") and teacher. In it, Morgenstern highlights a few insights from Mackendrick's classic on directing, On Film-Making, including this gem:

• "A story in which someone wants or yearns for something becomes dramatic only when obstacles to the wanting are established."

So what does this mean for marketers? When you tell your brand or business story, be sure you add shadows to the sunshine -- elements of danger, risk or obstruction. Without them, your story will never become dramatic nor will it be remembered.