The reason for businesses to have a story is to build emotional connections with the target market: the audience. Having a story gives the audience reasons beyond price and availability to desire and purchase your product. The catch is, of course, that considering how quickly information flows today, you can’t just tell your story once. You need tell your story over and over again in a series of content, and continually reinforce that content with other kinds of content. But not all content is the same. 

Context is what drives your content, and therefore, context drives your story! People use context to tell stories that appeal to specific audiences all the time. One image or sound bite can be used to tell multiple stories. Just one look at the mass media and you can see many examples of this tactic Continue reading “How To Strategically Use Context To Craft Your Story” »