The art of storytelling in advertising

In advertising, it’s essential to engage people by creating a storyline, no matter the type of content you’re creating. The human mind absorbs information best when it’s embedded into a story. The art of storytelling dates back to ancient times and is a universal, innate, and subconscious process for humankind.

Before 2012, advertisements relied on stating facts and benefits about the product or service being marketed in hopes of attracting mass consumption. Although facts can validate your point, services, or product, a memorable and impactful story is what resonates (most) with people.

Now, instead of discussing the “selling point,” advertisements currently focus on how the advertised product can benefit the consumer, without directly discussing the product. It’s about showing customers how they can integrate a product into their daily life. By using storytelling and narrative elements, such as the presence of the main character, action, and setting, a viewer is better able to relate to the story, generating an emotional response and relationship to the main character’s state of mind and point of view.

Tips for creating captivating content

Develop trust– consumers require company credibility before purchasing a product or service. To develop trust with your client or consumer, highlight company successes, maintain an active social media and website presence, and develop a branded voice that creates a bond between consumer and company.

Create a compelling hook – use sensory details to evoke memories associated with your advertisement and develop a relatable character that has the same problems as the viewers.

Keep content real and relevant– it’s important to keep the story relatable and authentic. Remember to showcase real-world problems that need solving.

Create streamlined content– make sure content is easy to follow, especially if the content is complex and requires high-level thinking; present the information in a clear and linear matter.

Highlight your edge– while creating consumer content through storytelling, showcase your companies’ unique approach to problem-solving.

Stories should be emotional, impactful, and relatable.

It’s important to consider who your audience is and what consumers crave. No matter the demographic, people want content that educates, engages, and inspires them. People are more likely to remember an advertisement and absorb information when they feel an emotional connection to the storyline.

According to Science Daily, “The art of storytelling: Researchers explore why we relate to characters,” we’re wired to create stories that are people-oriented stories. The theme of centering stories around people is universal in storytelling – whether it’s in advertisements, Literary Fiction, Non-Fiction, or oral storytelling, people tell and listen to stories by becoming emotionally invested in the characters.

When telling a story, we plant ideas, thoughts, and emotions into the minds of our listeners.

At Copy & Art, we seek to find the story behind the content – the story that can help shape, mold, and grow your business. We save brands by embedding creative storytelling structures and devices (including narration, tone, story structure, and a point of view) to cultivate brand awareness that appeals to your audience. If you need help telling your story, email hello@copyandartny.comfor more information.

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