“Either write something worth reading or do something worth writing.” Benjamin Franklin
Benjamin Franklin, one of the Founding Fathers of the United States, was a leading writer, printer, postmaster, inventor, humorist and diplomat. He was also known as the “Patron Saint of Advertising.”
As a natural copywriter, Franklin successfully persuaded businesses to advertise their goods and services in his magazine. He acknowledged the importance of such ads by placing them prominently in his publications.
He believed customers weren’t interested in the features of a product, but instead, wanted to be informed and entertained. He knew people would respond to information they could use to understand their problems and find solutions.
Every Business Has a Story
As a marketing therapist, I’m most often asked to provide what frustrates business owners: writing about their business. Understandably, it’s not easy to create content about yourself or your company.
The most trusted form of sharing information is storytelling. Consider this difference: marketing is trying to sell – whereas storytelling strives to connect, entertain and inspire an audience.
Your customers and prospects want content that’s accessible, authentic, and relevant. When you share your story, customers start treating your brand more like a trusted friend.
Whether it’s 1741 or 2019 – the words of Ben Franklin remain true – people want information they can use to find solutions to their problems. If you have writer’s block – assign this important task to a professional.