Clay Prewitt

Clay Prewitt

Mind Over Money | The currency of the future

The world is changing. People are changing.

We shop with our phones. We communicate with our fingers. And, as individuals, our most valuable resource is NOT our money.

It’s our attention.

We, as human beings, have always had a finite amount of attention to give. But with the onset of social media, digital content and a seemingly infinite number of online messaging channels, our minds are being pulled in more directions than ever before.

Because of this, marketers have had to completely change the way objectives are defined and returns are measured. Simply put, it’s not about selling you a product; it’s about capturing your attention so that they can sell you a hundred products in the future.

They create a connection through shared interests and shared values.

But they get your attention by telling you a story.

Since the dawn of our existence, human beings have been fascinated by stories — through thousands of years of oral traditions, passed down through generations. Stories of history, stories of spiritual beliefs and stories that inspire our mind and capture our heart. Our love of stories isn’t just a learned behavior, it’s instinctive. Just ask any child at bedtime, and they’ll gladly tell you what they want to hear: a story.

As marketers, we need to be efficient and memorable storytellers. And as consumers, we need to make our attention go further.

After all, it’s the currency of the future. And it’s only earned through a captivating and compelling story.

Attendees will learn:

  • How to create and communicate a powerful, emotional and memorable story. I’ll include examples of well-told stories (including, but not limited to: ad campaigns, urban legends, songs and cultural movements) and share specific techniques for building tension, resolving conflict, capturing imagination and, most of all, being memorable.
  • How to apply these techniques in everyday situations. For business and consumer-facing communication, they’re especially relevant. But they also apply to everything from job interviews to social exchanges to sales presentations.
  • How to make your attention go further. You only have a limited amount to give, so how do you ensure that you give it in all the right places and don’t give it where it doesn’t belong?
A Virginian by birth, a writer by trade and a storyteller at heart, Clay Prewitt grew up appreciating the finer things in life — like well-written songs, well-told jokes and well-worn baseball gloves. And somewhere along the way, his love of puns, parodies and punchlines led him to a career in advertising.

Today, he’s the vice president and creative director at The Tombras Group in Knoxville, Tennessee. He’s one of the last remaining proponents of the radio jingle and considers his biggest influences to be Mark Twain, John Prine, Bill Bernbach and his grandfather who, according to Prewitt, “could tell a joke better than anyone you’ve ever heard.”