Seth Says: A Show Is Not a Story

My friend Aly Colón, a journalist turned global communications manager, sent me an item from Seth Godin’s blog on the excessive showmanship of Super Bowl ads.

“The lesson of these ads is simple,” Seth wrote. “Putting on a show is expensive, time-consuming and quite fun. And it rarely works.”

Here’s the marketing nugget from Seth:

“Marketing is telling a story that sticks, that spreads and that changes the way people act. The story you tell is far more important than the way you tell it. Don’t worry so much about being cool, and worry a lot more about resonating your story with my worldview. If you don’t have a story, then a great show isn’t going to help much.”

I’ll add this: You can’t tell much of a story in 30 seconds — even during the Super Bowl. A 30-second spot can only reinforce the story you’re telling across all media and channels.

Related:

2009 Super Bowl Ads Were Super Duds

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