David Ogilvy once wrote that at 60 miles an hour, the loudest noise inside a new Rolls-Royce came from its electric clock.

He also created the man in the Hathaway shirt, whose mysterious eyepatch had nothing to do with the product but everything to do with the story.

A single, unforgettable detail can prove a point more powerfully than a list of features. It creates intrigue. It makes a big narrative believable.

Finding that one detail, the ‘electric clock’ or the ‘eyepatch’ in your own story, is the work of a journalist. It is also the work of a great ghostwriter.

#ghostwriting #storytelling #brandnarrative