Storyteller

Courtney McCraw

Last Spring, I bought a house because of a blog. The blog to blame is Catskill Farms; the author, a builder named Chuck. And the very sweet (albeit slightly expensive) story started like this:

If I had my way, I’d move far, far away

Where the roads will only fit one car

Air so clean you can see real far

From the top of a little hill in the country…

I wasn’t in the market for a house at all, but apparently was very much in the market for an escape. I had punched in ‘Catskills + getaway’ only to have Google surface Sullivan County’s best kept secret. The Catskill Farms site and owner’s blog were peddling “good homes with soul”—designs true to turn-of-the-century regional architecture with wood-burning fireplaces, wide plank floors and huge porches.

Chuck, a New York City expat who escaped to the Catskills in search of the good life, was religious in his blogging. He opined on the simple life, his ruminations interspersed with snapshots of wife Lisa, baby Lucas and Black Labrador Jake on lazy country Sundays—and, of course, countless photos of charming, vintage-meets-modern cottages that I could call my very own.

I read the blog daily, as Chuck spun stories of how a Catskills cottage would change my life: badminton tourneys with my Catskill Farms neighbors (never mind my lack of hand-eye coordination!); a Farmer’s Market with local, farm-fresh goods (I don’t cook!); tractor parades (hillbilly chic!); David Cross was also a homeowner (I was destined to be friends with Tobias Funke!)—I had to have this house.

Chuck was part showman, and part salesman, but mostly, he was a storyteller. He was authentic, relatable and witty (best when he blogged post-Scotch on Saturday evenings). With each post, Chuck penned chapters of a life, or at least a lifestyle, that I envisioned for myself. Through his blog, he brought to life a real estate offering through anecdotes and images that together comprised not a portrait of a piece of property, but rather an entire existence.

Yes, I bought a house based on a blog. It was a damn good story, I swear.

At the heart of our business we too are storytellers, commissioned to craft narratives on behalf of brands and businesses to engage and inspire consumers.

Our modern age has given rise to countless vehicles through which to tell our stories – from big budget branded entertainment platforms to mini tales told in tweets. Lured by the influence and reach of channels, it’s easy to focus solely on pulling the levers—guided by the desire to create and distribute content, any content—and in doing so, sacrifice the story itself.

Chuck’s blog reminds me of the importance of voice and narrative – authenticity, honesty, and sometimes a dash of bravado. Let us continue to challenge ourselves to be so original and bold in our storytelling, that it becomes the means to action. Every brand has a story – how will you tell it?