4i Newsletter Masthead 476


Four i 476 FFF

Two decades or more ago, back when I used to own a marketing agency, I was sitting in a meeting with a client, and after hearing them drone on for an age as to what they wanted us to include in a new advertising campaign, my frustration bubbled over and I shouted out: FFS!

As you might imagine, the room fell quiet, my team looked at me a little nervously, the client looked shocked and concerned, but I knew that finally I had their attention and went on to explain.


Far too many communications merely state the facts and figures – but what really ignites peoples’ brains are stories.

Stories fire imagination, and in turn possibilities.

Stories evoke emotions and feelings.

Take a look at your communications and ask FFS: are you just listing facts and figures, or are you telling stories?

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