Hook! Cook! & Book!

May 26, 2021 | Creative Communication
Partho Sinha

In the wake of a pandemic, business communities and leaders turn to online meeting and email communications. In a survey by Statista, in 2020, three hundred twenty billion* emails were sent and received. And another 50 Billion will added to the total by 2025. Almost all of them can be made more effective; therefore, this article is for business leaders and executives as a guide to crafting everyday communication more creatively.

To be smart or be relevant and straightforward is often the considerable ambiguity? Through the following example, let us figure out what we at 'Creative Factor believe.

'A Toast Parade' Reads the online banner headline, with the visual depiction of fresh bread slices marching towards a red shiny Phillips toaster kept on the kitchen counter. Sounds creative and exciting? Or does a conversation between two bread slices with no visual of the product makes more sense?

"Sunny (1st bread loaf): Love the way you slide into the new Toaster, Tia!

Tia (2nd bread loaf): I would rather have you by my side when it gets all hot.

Sunny (1st bread loaf): Yes, I love the heat all over me. It gives me a nice tan.

Tia (2nd bread loaf): Wait till I am all done and have the golden butter glow!

Sunny (2nd bread loaf): hmm, you look good enough to eat!

Now, what would you consider creative? In my opinion, both are creative and would largely depend on the media chosen and based on the target audience preferences. At Creative Factor, we tend to prefer the storytelling option as it connects with people, especially in the current WFH situation.

So what is a Creative Communication?

There are many definitions of 'Creative Communication.' But I am not going to indulge in any of them as I think they only confuse the reader with complex theories. For me, any communication that helps to persuade and engage a particular set of people to respond and react positively is creative. Now let's analyse the creative part of it, as to what makes it creative? For communication to be creative, it needs to engaging and empathises with the audience.

My point is, it doesn't matter how creative or world-changing your idea is – if you can't communicate its benefits or explain how it will change and benefit their lives, then it may get lost in oblivion.

Unless you communicate your ideas or point of view effectively, your audience will skip it.

Martin Luther King's speech moved millions, "Let there be a world where people are not judged by the colour of their skin, but by the content of their character."

We can pick two essential points from the above about storytelling or creative communication. That is, you need to have

Confidence in yourself and belief in your ideas, and Empathy- If people are not listening and are not interested- chances are they don't relate to it.

As a leader in business communication, we at Creative Factor abide by the three practical steps to devise our creative strategy and communication.

The Hook

It is the emotional trigger that attracts your audience and appeals to their self-image. Your communication is a promise to your audience that your idea and solution is what they need. Therefore it should be unique and attention grabbing.

Imagine a jealous conversation between two bedroom gadgets over the newly installed electrical switch. A different perspective will make the audience read into your message rather than the button's specifications. Specifications are essential but only at a later stage. In simple words, if you inspire someone to run, you don't need to sell your shoes. Everyone loves a story, especially we Indians who love Bollywood, so why not engage in excellent storytelling. Video storytelling is the next big thing for communication, and we at Creative Factor spend ardent hours developing good engaging storytelling.

The article is originally published in the business connect magazine, May Edition I 



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