I usually don’t talk about affection for inanimate objects, but I thought this was a good story.

I was writing a marketing piece for a bathroom grab bar. You know. Those metal bars that help prevent slips and falls but typically look bulky and institutional.

My client’s company was unveiling something new: a customizable bar that could actually blend into a room’s design. It’d be a big change for builders and interior designers. Usually, they see grab bars as a necessary but unwelcome compromise in their work.

I thought there was a story to tell about this relationship. So I pitched the idea of being unlucky in love. (“You always needed grab bars, but you’ve never loved them. Until now.” Also, “You’ve finally met the perfect match — for your space.”)

The client shared the concept and the marketing piece at the industry’s largest North American tradeshow. The response was remarkably positive and generated unprecedented leads.

Takeaway? Try making your reader the center of the story. Inject personality and humor when it’s strategically in line.

In the meantime, here are some other links you might like:

“Unlucky in Love” grab bar sell-sheet

Dancing Mardi Gras king cake: see what I created for an augmented reality client

What words were added to the dictionary the year you were born?

“10 Greatest Acquisitions of All Time” (via Reddit)

Virtual Vacation: the experience I wrote and produced for a VR client