Let’s admit it ...Drama enhances likability.
Those who have seen
the last of the twilight saga and have even managed to get through the last of
the book series will have to admit that the movie is much more likable. Had the
drama - the slight embellishments, the nicely shot fight sequence towards the
end of the movie - been missing we would have been watching a picturised
version of a very bland, boring, no-content book.
Translate this thought to your day-to-day marketing. When
one sits to design a new campaign for what is in reality a boring product with
too many functionalities...say an IT product for the financial industry....you
must look at it from different perspectives and if required, change the good
ole sales story . If we were to focus on how would the product affect the end
consumer and then create a story-line around it we are adding drama to an
otherwise boring pitch.
The 1 min elevator pitch is actually all about tweaking the
long story and bringing the dramatic bits to the front ....not changing it so
it becomes totally out of context.
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