You are at a networking event and being approached by a stranger. How do we connect? A simple self-introduction leading to a general conversation during which you get to listen to the STORY he/she chooses to share with you. A story that could essentially reflect on individual’s ideas, opinions, talents, personal philosophy, life’s experiences, accomplishments, trials etc. In doing so, we form our own observations and share with him/ her our own account. So we connect; and at times may even form life long bonds, given that we feel we are of kindred spirit! In business too, I believe, the rules stay more or less the same. Stories are convincing; remembered and social. A brand tells its ‘signature stories’ so as to strike that deep chord to connect with the consumer- to influence the buyer decision. This is where a feel good type brand story can be skillfully and subtly aligned with the different phases of the buyer journey -at awareness stage, evaluate stage,...
BIZSCRIBE is my effort to introduce a new genre of brand building to connect your brands with audiences worldwide, through compelling stories generated incorporating feature journalism style. Switching to a corporate job in brand content writing following a decade long career in journalism in Sri Lanka's mainstream media, offered me a whole new perspective on how news room standards; feature journalism concept in particular, when incorporated into content marketing, add value to a brand.