Ad man David Ogilvy came across a beggar holding a sign which read, “I am blind. Please help.”
The brilliant copywriter took hold of the sign, pulled out his sharpie, and wrote, “It is spring and I am blind.”
The cup was swiftly filled with change.
Ogilvy had transformed the information and action-oriented appeal to a powerful emotional story which worked.
This is one of the keystone stories used to illustrate advertising as storytelling.
I am paraphrasing the story from Teressa Iezzi’s fantastic book, The Idea Writers: Copywriting in a New Media and Marketing Era