Why nobody cares how the sausage is made (and what marketers should do instead)
Content Amplified
Nobody wants to know about the space-age polymer in your product. They want to know what it's going to do for them. In this episode of Content Amplified, independent creative director Orin Bliss Brecht draws on a career that started at Spin Magazine and ran through Victoria's Secret Direct, the Foundry at Time Inc., Hearst, Pace Communications, and Choreograph to make the case that demystifying complex topics is the marketer's real job. Orin explains why illustrators make the best translators of complicated subjects (they aren't subject matter experts, so if they get it, the audience will), why the B2B vs. B2C distinction is mostly noise (you're always telling a story to a human about to spend money), and why one of the biggest mistakes he's seen is letting product developers shape content aimed at C-suite buyers. He closes with a tactical playbook: turn your elevator pitch into eight elevator pitches, write in plain English, and feed the pipeline with snackable breadcrumbs that lead back to the master manifesto. If your product is hard to explain, this one will sharpen how you think about telling its story.
About Orin
Orin Bliss Brecht is an independent creative director with a background in branded content and content marketing. He started in print magazines as a graphic designer at Spin Magazine and went on to work at Austin Monthly, Victoria's Secret Direct, the Foundry at Time Inc. (on accounts including Lincoln Continental, Geico, and Ram Trucks), Hearst (Esquire, Popular Mechanics) on clients like Verizon, California Closets, and Jim Beam, Pace Communications leading creative strategy on the Verizon 5G account, and most recently Choreograph, an ad tech and martech company that needed a conversational, approachable point of view as it moved customer-facing. Orin believes the best translators of complex subjects are the people who aren't subject matter experts, and that good storytelling has worked the same way for hundreds of years, only the format keeps shrinking.
Show Notes
- Connect with Orin on LinkedIn: https://www.linkedin.com/in/orinbrecht/
