As important as a captivating design is to your content marketing, stories (and the words that tell them) are what make people decide if they like you, if you understand their needs, and if they want to do business with you. Brand storytelling can’t be done with visuals alone.
While great design might lure someone in, it’s not enough to sustain a real relationship. People communicate through conversation, and the words are essential to that dialogue.
Imagine if you were planning a wine tasting trip in Napa and you found beautiful pictures of vineyards but no descriptions of the types of wines they offer, or the notes or history of the grapes? What if you were searching for a new camera and just found visuals of cameras, with no information on features, and no product reviews? Words matter, and brands that tell their stories — not just show them — win.Continue Reading