ADVICE: In Marketing And Movies, Audience Engagement Is The Goal

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My favorite part of John Hughes’ buddy comedy “Planes, Trains and Automobiles” comes when the Steve Martin character finally reaches his wits’ end with the annoyingly chatty travel companion played by John Candy. Not only is the scene an example of great writing, but it also offers valuable reminders about great writing that ourDallas marketing firm applies as it works to engage audiences.

In the scene, the Martin character, Neal Page, berates hapless Del Griffith for his “boring stories” about himself, full of pointless and irrelevant anecdotes. “Didn’t you notice on the plane when you started talking, eventually I started reading the vomit bag?” Neal screams. “Didn’t that give you some sort of clue, like maybe this guy is not enjoying it? Y’know, not everything is an anecdote. You have to discriminate! You choose things that are funny or mildly amusing! You’re a miracle! Your stories have none of that! They’re not even amusing accidentally!”

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