“A man and shelters his son from the horrors of a WWII Nazi concentration camp, convincing the boy that it’s all a game.” That is a brief but accurate summarization for the film Life is Beautiful by Roberto Benigni.
Now, go see the film.
Therein lies the difference between strategy and execution. Mr. Begnini spelled out his strategy—in technical terms—for the movie well before he actually wrote it. But he realized that people don’t pay to go read a plot summary, they pay to experience it. And an amazing film was born.
I laughed and—not afraid to admit it—cried because Mr. Benigni and his talented crew managed to me feel something. The film was in Italian and subtitled in English, but it didn’t matter because he connected with me on a human level. Marketing works the exact same way. Good marketing means stirring something up within the reader. Connecting to them on a human level.
We should all strive for this in every communication. The closer you are to making them feel, not think, the closer you’ll be to making your point.
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