Boston, Sunday, July 30, 2023

Before we get going... will you do me a favor? 

Step 1: Think of one other person who would enjoy this newsletter. Another writer, marketer, or someone who aspires to become either.

Step 2: Forward this newsletter with a message like: "I think you should subscribe."

Step 3: Imagine their gratitude to you when they do!

Step 4: You feel my gratitude ricocheting back to you. The world feels warmer. And prettier. And you're doing great.
 

Hi, friend.

What's the value of storytelling in marketing? Let's dive in...

Jason Miller is a marketing strategist who has worked for lots of name-brand companies (LinkedIn, Microsoft, Marketo). He's also a concert photographer—the kind who travels with his gear and is always up for a live show.

Whenever I see Jason at a marketing event, he talks about his plans that night to go see whatever band happens to be in town. Usually a metal band at a venue I don't know but feel like I should.

Jason always tells me about the band as if I'm as cool as he is, getting extra animated and referring to them by their first names—the "them" being band members. (Or do they call them players? Or are they all musicians even if they don't play an instrument? I don't even know. This is who Jason is dealing with.)

Still, he tries so hard to get me on board. "You know Stig," he'll say. "Visionary bassist? Two-stringed bass?" 

I nod as if I know. I do not know.

"Wanna come?" he'll ask. "They're going on at 11."

Eleven. I always say no, thanks. Because anything after 9 requires a permission slip from that part of me that needs to be in the hotel bed watching Love It or List It by 9 PM.

* * *

Late in 2019, Jason goes to a show at a small venue in London, where he lives. The headliner is Sinead O'Connor, the legendary Irish-born singer-songwriter who, as you probably know, rose to fame in the 1980s. What really put her on the map was her 1990 cover of Prince's song Nothing Compares 2 U.

In the years before the 2019 show, Sinead had faded from public view. She was still making music, but she'd quit performing live. She also struggled with mental health issues—struggles she shared openly.

But here in London, she's rebooting her career. She has new management. She has two new records planned for 2020 release. And Jason goes to photograph one of Sinead's first times on stage since 2014.

On December 18, 2019, he posts this photo on Instagram:

Source: Jason Miller's Instagram

It's a beautiful photo, in both subject and composition.

The caption is a perfunctory 44 words:
 

"Sinead O'Connor in London playing an intimate venue and proving she's still one of the most remarkable singers on the planet. Shot with the Leica M Monochrome. Absolutely stunning performance. She's back."

* * *

Over the next few weeks, Jason can't stop thinking about Sinead's London show. He's haunted by one moment in particular.

In January of 2020, he posts a second photo of her. A very different photo. You might notice that this shot is out of focus.

Source: Jason Miller's Instagram
 
A very different caption, too. This one is long, at 404 words. (I've condensed it slightly for space.)
 

"I'm standing less than a meter away from one of the greatest voices of all time. Behind me is a capacity crowd at one of London's most iconic theatres, and I'm nestled in between a barricade and the stage. I can barely move as I'm pushed up against several other photographers from the likes of The Guardian, The Daily Mail, you name it, all the big names are here.

"This is a VERY intimate venue for this legendary singer, the show sold out in a matter of minutes. No one has any idea what to expect. She takes to the stage with a massive smile on her face waving to the crowd as they stand on their feet and welcome her back.

"She looks at the front row of photographers with their lenses pointed directly at her like small cannons of war. They all start frantically clicking their shutters to capture the moment, and then she looks straight at me.

"I haven't taken a photo yet, and then it happened. She looked directly at me and I froze.

"This photo is out of focus because I was starstruck and couldn't focus literally and figuratively. I missed it. The one photo I should have been prepared to capture got caught up and lost in my emotional state of the very blurry line between being a professional and a fan.

"I would never share a photo that isn't in focus but look at this woman's eyes. She's been through hell and back, and she's about to show the world that nothing can keep her down."

* * *

One is technically perfect.
One is not.

One reports the facts in 44 words.
One tells a story in 404 words.

One has 155 likes and 9 comments.
One has 444 likes and 36 comments.

Of course you know which captured more attention: The one with the story. 

The one where Jason has time to reflect and then craft a caption that puts us right there in the photographer's pit with him. We're smashed against the barrier, too, wedged between the Daily Mail and Guardian.

The one that makes you feel like you are in that capacity crowd, anticipating one of the greatest voices of all time. We feel the triumph of her just walking on stage.

The cannons of war ready to shoot. The frantic clicking. Her glance. His hesitation. The way Jason flipped in an instant from photographer to fan when Sinead's eyes met his. The confession: I missed it.

"Look at this woman's eyes. She's been through hell and back, and she's about to show the world that nothing can keep her down."

* * *

What is the point of content?

What are we here to do?

What's our actual job? Not what do we do... But what's the point of doing it?

Is it about measuring the value of a story resulting in 186% more likes? 300% more comments?

Sure. Sometimes. But not just.

Good content isn't about storytelling. It's about telling a true story well. 

* * *

Last week we heard about Sinead O'Connor's death, at age 56. I again thought of her comeback concert on that small London stage. I wasn't actually there, of course. But I felt a bit like I was. 

I thought of that Instagram photo—the blurry one. I thought of Jason's caption, and how a piece of it lived inside me still. I can still recall a fragment nearly 4 years later:

"Look at this woman's eyes. She's been through hell and back."

What's the point of what we do? 

I think it's about moments like these. It's about the connection we make with the subject. (How we need others to connect with it, too.)

It's about finding a way to tell a truer story because we know it matters. (How we hope they do.)

And sometimes... it's about capturing the moment when someone else locks eyes on yours. And you nail it. Even when you think you choke.

RIP, Sinead O'Connor.

* * *

SAVE YOUR SPOTS: 2 EVENTS!

📅 AUGUST 23: Socialverse 23 [virtual] Our friends at Sprinklr are hosting this one-of-a-kind virtual event on social media in 2023. It feels like a documentary; it's as useful as a masterclass. Sprinklr came to Boston and we spent a day filming together, talking about next-level social media trends. Also featured are Jay Baer, Paul Roetzer, Mari Smith, and Sprinklr founder Ragy Thomas. Reserve your spot here.

📅 OCTOBER 4-6: We're on track to sell out this October's MarketingProfs B2B Forum. Prices go up August 14... and I really want to see you there. Use code ANNSENTME to save another $200. BUT! You have to reg by 8/14/23.

DEPARTMENT OF SHENANIGANS

How to sell books in 2023.

* * *

Thanks for reading this far.

Thanks for your kindness and generosity.

Stay sane. Stay healthy. See you again on August 13.