We already know the power of telling a great story for our clients. We want to sell that punch-in-the-gut moment, the horse and the puppy Super Bowl tear-jerker, time and time again.
I recently read an article, however, about what comprises an epic relationship. The author surmised that, at a distance, sweeping romances and lifelong relationships are indeed epic, but upon closer look are made up of 20,000 ordinary Wednesdays.
In marketing and PR, we are always looking for the next big story or angle for our product, service or business. That’s our job. But a truly sweeping story—one that snares us from the first gripping sentence to the neatly resolved end—can’t always be full of narrative climax.
Every story has an arc or dramatic structure, and each piece must fit with the whole (what good old Walter Fisher would call narrative probability).