Face value, most interactions with a brand are mundane.
Booking a hotel and checking in is banal. Looking at a restaurant menu is uneventful. Purchasing a hammer out of the half dozen options on a wall is pretty boring.
It’s on the marketer to make at least one detail of every part of the journey interesting. Not everything all of the time, but at least something every step of the way.
The descriptions of the rooms could be more interesting and the language used on the thank you page for booking could be more interesting, too. The menu design could be more interesting as well as the testimonials of a dish. The product package could be more interesting, too.
No one tells stories to another unless there’s something interesting about them. (And if they try to, no one listens unless there’s something interesting about it.)
The interesting part is what we need to create. That’s on us.
Stay Positive & They’ll Have A Side Of Interesting, Please
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