It’s not enough to simply produce pretty pictures—you must tell stories that evoke emotional reactions if you want your audience to pay attention.
The most powerful stories don’t tell viewers what to buy, it shows them how the product will affect their lives, creating much better connections than could be achieved by simply laying out the facts.
Marketers have been quick to pick up on the idea of emotional storytelling as an effective tool, but where you can often miss the mark is in identifying what message you should send—and how to send it.
The best communicators are those who put clarity first. Ask, “So, what?” when putting together your campaign, distilling your brand down into a single, simple concept that is easy to communicate.
Why should people want what you offer?
The key element to creating a strong, emotional story is to identify exactly what makes your product valuable.