Shine On, B2B Marketer

Dave Barton
October 19, 2020

Well, I happened to combine a few episodes of Bly Manor with a viewing of ‘The Shining’ the other night (hey, it’s nearly Halloween).

Aside from jumping at the sight of a standing lamp in my peripherals during the small hours of the morning; the experience got me thinking about how the two superb directors (namely Mike Flanagan & Stanley Kubrick) behind these visual adaptations of two celebrated novels (‘The Turn Of The Screw’ &, well, ‘The Shining’) managed to faithfully translate them to the screen.

The answer is: they didn’t.

They understood that a literal ‘lift & shift’ from page to celluloid (for whatever reason) wouldn’t make sense. So they created their own interpretations.

Image for post

They saw the bigger picture in both cases — & knew that to elevate the subject matter into a new medium, they’d need to offer something equally as unique — even if it meant straying from the source material.

And so it is with B2B & tech marketing. When presented with an intricately designed SaaS product or platform, why simply extol the nuts & bolts of what each one contains, when the media you’re going to use — be it a website, blog, Facebook ad, event, whatever — demands an augmented narrative?

Anything worth exploring deeper merits being looked at from a variety of perspectives — whether a painting, business proposition, or tech platform — to enrich people’s underst&ing of it. When they understand it, they relate to it, remember it, & are more likely to act on it.

And if it makes someone scream (if that’s what you’re going for), more’s the better — you got an authentic emotional reaction.

Written by

Dave Barton

Creative copywriter with startup and blockchain savvy. Seduced by novelty. Nourished by variety. Sustained by irony.

Like what you see, huh? Let’s talk.