One after another, communications players configured their marketing materials to document that they were superior "Story Tellers." That was then.
Now the narrative crowd comes across as, well, dated. Producing content for clients which resonates requires different skills than mere narrative. Telling a story is not even the price of entry.
Instead smart public relations players are putting out there that they create "explosive" material for clients. Everything from the title to the content to the call for action intends to "shock." Those are the two terms I am hearing from prospects and current clients more and more. "We ditched our vendor," they tell me. "The deliverable didn't deliver. No one clicked open the email."
How to generate the "explosive?" Stop thinking in terms of narrative. Start doing deep dives into how the minds and hearts of Generations X, Y and Z operate. They're wired for emotion, surprise, visuals and fun. Most don't give a damn about supposed compelling stories. Otherwise short stories and the novel would be dominating genres. They sure aren't.