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Amen ! This is spot on as a compelling story is a MUST for any kind of advertisement brochure or marketing piece! VERY insightful! Great job Valerie!

Point well taken however I would have liked you to have referenced an example of a marketing piece that does have a compelling story.
I would say the same is true of other types of marketing pieces such as TV commercials.
A terrific commercial that tells a compelling story is a humorous series of Kaiser Permanente TV commercials directed toward Seniors that shows the joy of being a happy Senior under Kaiser care.
Richard Complainary, Publisher
http://www.complainary.com/

I couldn't agree more; a compelling story that draws a reader in is key. This type of marketing material seems to be in short supply today.

I'd also warn that one could go too far in telling the story. Unfortunately, I've read too many communication pieces that don't have a call-to-action. Some are simply interesting stories but the reader then puts it down and moves on.

This may be good for publishers but it’s bad for marketers who are trying to elicit a customer response.

Knowing where to draw the line the hard part.

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