The $64.00 Question and Why

One of the most valuable lessons I ever learned about brand storytelling, public relations, and content creation came from the theater.

As a young man, I was enthralled with the theater; the collaboration between the actor, director, playwright and technical team captured me. The idea that this disparate group of artists could come together to create something that moved the audience to feel and think differently struck me as a powerful and necessary.

Alas, the theater is a poor place to make a living and with a child on the way, I entered the world of communications, advertising and media as a copywriter with some trepidation. After all, I did not have an award winning portfolio or plaques hanging on my wall. I had a cheap suit and lots of chutzpah which some how landed me an interview for the role of a copywriter with Australia’s leading radio network. Sitting in the conference room, trying not to sweat through my suit, I dutifully answered questions from the station program director and sales manager. Then they asked the $64.00 question, “What is the most important aspect of writing ad copy for our audience?”

Of course, I had not anticipated this question, truth be told I had anticipated very little but the discomfort of the entire interview process. I paused for what seemed like an eternity while I thought of a cogent reply when a memory from a rehearsal of the musical HAIR came back to me.

We had paused the rehearsal to discuss the direction we wanted a scene to take when my old mentor Bob Schweitzer remarked, “Let’s think about what we want the audience to think and feelat this moment in the story.”

With more assurance than I had, I looked at the interviewers and replied, “The most important thing when writing for your, or any audience is to ask what it is we want them to think and feel when they experience our communications.” They stared at me for a moment, looked at each other and shook their heads in approval. I started the next week and have not stopped working since. 

I still ask that question before starting every PR campaign, blog post, brand story narrative or press release. It’s the $64.00 question that leads to awareness and engagement. 

Why? Because until you move them to think and feel differently, they won’t take action.