Many people use advertising as an opportunity to pitch products and services to their customers, but the most effective marketers are storytellers. People don’t want to be pitched, they want to be told a story.
Let’s talk about an imaginary amusement park. We’ll call it Fun Land. Here are two ways they could use a 30 second video:
- Video with B-roll of the park full of people. Neon, starburst graphics and an announcer proclaiming the all-new, low admission price with a closing call to action to visit the website to purchase tickets now.
- Video of a family of four: mom, dad, son, daughter. One year earlier, the boy stands at the entrance to the newest roller coaster, but he’s too short and walks away defeated. This year he steps up and is tall enough, but is unsure about this scary, new experience. With a little encouragement from dad they both get in line. Mom stays with the stroller and gets her phone ready to take pictures. Cut to snapshots overlaid as the two progress through the ride: waiting nervously in line holding hands; getting buckled up; the first drop; hands in the air on the final loop; wide-eyed look of excitement, accomplishment and awe as the coaster comes to a stop. The son comes running out well before the dad excitedly giving his mom the play by play. Cut to a tagline – something like “Fun Land, where memories are made.”
Even as a young man I heard many public speakers. Most bored me to death, but some captured and held my attention. I tried to figure out the difference then, eureka! I figured it out. When information was simply delivered to me my eyes rolled back in my head and I counted every moment until it was over. But when someone used stories to deliver information, I couldn’t get enough!
No matter your organization, you will be more successful if you tell a story to the audience you’re trying to reach. Don’t announce the price of the house, paint a picture of a young family finally buying their first home. Don’t say that your cogs are the best around, show me how the machines that use them are changing the world. Don’t tell me your site does a great job searching for cars, show me parents surprising their unsuspecting high school graduate with a car that they thought they wouldn’t be able to afford until they found it on your site. Discover the best end results of your products or services then tell stories about them.
What stories have organizations told you that were successful in reaching you?