One baby elephant and two Tyson Furys …

“Baby calf reunited with mother” ran the headlines as the moving story described recently how an elephant calf was reunited with the herd.

He’d become separated from his family group in a wildlife reserve in India at the end of December and was found by wardens in some distress looking for his mother.

By the time he was discovered the herd had moved some miles away but that didn’t deter the park wardens who swung into action with their rescue mission

We don’t know how much the little chap weighed but at a possible 260 kilos (that’s two Tyson Furys!) it was no mean feat to guide him back to the herd.

Keen to keep an eye on him after the emotional reunion wardens used a drone to keep tabs on him and found him nestling in his mum’s trunk taking a well-earned nap.

The story grabbed the attention of people around the world and the tens of thousands watched the videos posted online proved the pulling power of a good story.

Ok, we can’t use cuddly animal stories to promote what we do but we all have a story to tell.

And stories, as we know, are what get people engaged.

And they sure beat the pulling power of dry as dog biscuits widget data which so many use to poor effect.

So, maybe less about “Features” such as faster, cheaper, and longer, and more about “Benefits” and what they mean to us as potential consumers.

A thought to hold in mind as you plan your 2024 promotions in these dark January days.

Until next time.

Alec