Have you ever seen an ad that’s really stuck with you? Chances are that it evoked a strong emotional response. People are more likely to retain information when it’s had an emotional impact. One of the most effective ways to acquire new customers is to connect with them on a personal level. In marketing, this can be achieved through storytelling. When an ad tells a story, it draws the consumer in and establishes an emotional connection between the consumer and the brand. Emotions are what encourage consumers to choose one product over another.
Stories allow people to connect, understand, and retain information. They are what add an emotional element into the marketing process. So how do you incorporate storytelling into the marketing process? You need to have a plot with a beginning, middle, and end. According to Business News Daily, the ‘three-act’ transformational approach helps ensure your ad has all of the plot elements. The ‘three-acts’ to include in your marketing are:
- Set up the current state of the market or world of your customer.
- Present a problem that your customer is facing.
- Explain how your product or service will solve the problem.
In order for your story to be effective, you need to have a clear target audience. You also want to make sure that your brand is the highlight of the story. The best way to achieve this is to present your brand as the hero. The Heinz ‘Weiner Stampede’ commercial is a great example of this. The ad is funny and adorable, which results in feelings of joy and happiness. It sends a clear message that Heinz sauces are the perfect pairing with hot dogs.
It’s also important to ensure that your storyline is accompanied by strong visuals. In marketing, visuals really are worth a thousand words. The image should clearly illustrate how the product or service can be used. Swiffer, for example, often displays images of a dirty floor and then a clean floor after the product has been used.
Numerous studies have proven that human brains have an easier time retaining information from stories than from cold, hard facts. In order to help make a company as successful as possible, marketers should put these facts into use. Like Heinz and Swiffer, ensure that your marketing strategy tells a story to help consumers develop an emotional connection with your brand.