Paris, 1945. A beggar holds a sign that reads “Blind man without a pension”. Renowned French poet, Jacques Prevert, approaches him to ask about his day. It’s not been great. The streets are busy but most people walk past. Only a few stop to spare some change.
Jacques asks to borrow the sign and the beggar agrees. The poet flips it over and writes something. He hands the sign back to the beggar and walks off.
The next day, Jacques approaches the beggar once more. Today has been much better. In fact, he has never had such a successful day, with so many people stopping and giving him a few coins.
The difference? The message on the sign. Jacques had written “Spring is coming, but I won’t see it”.
Short and compelling stories work well in Marketing.