For memorability and emotional connections, nothing beats a good story.
Think back to your child’s bedtime, a cocktail party at work or the last neighborhood potluck. How often did those around you request a list of features and benefits? Recite your ROI metrics? Ask for independent reviews? Hopefully, never!
What usually fills those situations are stories. Once-upon-a-time fairy tales, funny anecdotes about coworkers on business trips, shared reminiscences and urban legends gone viral. “Remember the time Bob got lost in Denver?” or “Tell the one about golfing in Thailand again!” or “Can you believe the cliffhanger on last night’s episode?”
The unique power of storytelling fuels them all.
Two-thirds of consumers remember stories
When marketers tap into the art of storytelling, their brands can soar. Just as our prehistoric ancestors realized when they painted their tales on cave walls and documented their history with hieroglyphics, stories resonate with time-tested influence.
With storytelling—unlike other forms of communication—you listen differently. You remember more. You connect at a deeper level. You move beyond processes, logic and facts to people, emotions and shared values.
According to a recent article, nearly two-thirds of people remember stories—compared to just five percent who remember statistics. The results are even more compelling when it comes to television. An advertising study analyzed more than 100 commercials broadcast during the Super Bowl. The stronger an ad’s storytelling and plot, the greater its success.
It’s the same with print, the reason stalwarts like the J. Peterman catalog take time to craft a narrative for every trench coat, blouse, boot and umbrella; prospective buyers can go beyond fit and price to envision themselves in the lifestyle inspired by the clothing.
Stories shouldn’t replace other tactics in your marketing arsenal, but they should be a strong component of your approach. Follow these tips to inject narrative elements into your next campaign:
Inspire your audience. Discover how Creative ESP can find the stories that will win your customers’ hearts. We craft, measure and optimize every emotive variable of your broadcast advertising to reveal what moves your audience.
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