I worry that we are so concentrated on ensuring we speak the facts that we don’t trust your audience enough in finding them in the event that they’re wrapped in the emotion of the logo. The danger of that is that buying is an emotional reaction. We buy according to our emotions and justify the purchase with the facts provided. But we very rarely buy on facts alone. So it we don’t offer up each side of the equation — we leave our customers wanting and our cash registers empty.
Storytelling in advertising isn’t just to entertain or be memorable. It is to drive brand loyalty and higher sales. Great post!Stories work — even for small agencies like ours. My associates are probably uninterested in listening to about my cheesecake story. But I keep retelling it as it conveys a very basic lesson. It goes anything like this– A couple of years ago I got a call from an established oral physician who got all of the referrals from other dentists.
So he figured he didn’t wish to market his follow. A new oral health practitioner moved to town, frolicked her shingle and started to network with area referring dentists adding dropping off cheesecakes. It worked for her and the old time dependent dentist lost a lot of patients. Hence, my cheesecake story!We all KNOW that storytelling is key in advertising and marketing and sales, but how many of us definitely live by this competencies?I’m thinking in particular of small businesses who are b2b as opposed to b2c. How can these agencies capitalize on storytelling when it’s not an obvious emotional tug?The thing is that agencies like Hallmark sort of live in the storytelling, emotional tug landscape, but a consulting firm — not much.
So how can I — and others in similar professions — give my capacity consumers memories which will hit home?Certainly, testimonials help, but there’s something cold about them — there has to be an additional push for storytelling, for leveling with the customers in a way that is sensible, causes them to go, “Ah ha!”, and increase your selling power.