Tell me a story. As children, the words, images and sounds in a good story captivate our imagination. As adults, we still crave good stories that stir our minds and create emotional connections. Good advertisers know this and exploit the power of a good story to drive our choice of what car to drive, beer to drink and where to take our kids on our next vacation. How do they use stories, and how can you leverage storytelling to effectively market your product or service?
Here are three ways you can incorporate storytelling into your ad campaigns
Once Upon a Time: Themed
Images and Headlines
Framing the story based on your objective should be your first step. For example, if your business is selling clothes and you want to promote your summer line, you might develop a promotion based on the theme “Summer Road Trip.” Create web banners, eBlast images and other marketing pieces that feature people dressed in your summer clothes line. Through props like luggage, tour guides and cameras and perhaps a cherry-red convertible, you can convey their happiness and excitement as they prepare to hit the road. By drawing in your audience and making them feel like they’re part of the story, they can form an emotional connection to your clothes as they imagine themselves on that road trip wearing that stylish summer dress and hat.
The Power of One: First-Person
First-person accounts are stories told by satisfied customers who have used your products or services. They offer a sense of authenticity that can’t be captured through traditional ads. Real people telling potential customers why your products are worth using makes the story feel real, helps build trust and gets to the heart of what makes your product different. Here are a couple of ways you can incorporate first-person accounts:
A Picture is Worth a
Thousand Words: Static Ads
Static ads, while commonly used, often fail to connect with the audience because they cram way too much “boring” information (bullet-points of services, summaries, etc.) in a relatively small space. When you approach your ad in terms of storytelling rather than information-sharing, it’s a game-changer. This requires serious creative chops, but when it’s done right, it has the potential to go viral. Mastercard’s “Priceless” campaign is a textbook example of how well this works. With a few carefully chosen words and evocative imagery that reinforces the message, they engage the audience at an emotional level. They are shareable, bite-sized ads that get a lot of bang for the buck, and with any luck, your audience will share the ad and do the marketing for you!
Is your advertising putting your audience to sleep? Our creative experts at Design At Work are eager to give your campaigns a jolt!