Tell a story with your ads, and then add a twist …!

2019/02/12 Tell a story

I live in the creative right side of my brain and if you put music inside my head when I’m thinking it would sound like an orchestra tuning up minutes before the conductor raises his arms to begin.  The sound is a little messy and unorganized but when they start to play you know it’s heading somewhere wonderful. My wife, on the other hand, lives in the left side of her head and the sound in her brain would be a sewing machine working away at a high rate of speed.  She’s is super smart but we come from two different worlds.

I tell stories and use images to make a point and Jennifer gives me facts and figures to think about.  For example:  At an Apple Developer conference Steve Jobs holds pulls an iPod out of his pocket and says, “You can have 1,000 songs in your pocket.” The crowd goes wild …!  He put a visual in your mind and it was wonderful!  If he would have held up the iPod and said it would “hold 10 gigabytes of music  storage …!” everyone would have wondered how many songs that is and Job’s would have missed an opportunity to “WOW” the crowd.

When it comes to marketing and capturing the attention of the viewer, telling stories with a twist or a slant is better then using facts and figures.  I see where she’s coming from because she feels people want to know the truth about your product or service when you’re talking about the needs of the customer.  Bit I feel this approach falls short.  Let me explain.

Most people are intrigued by a photograph or a good story but most of them have no clue as to why.

The photograph represents an idea or a thought bigger then itself.  Part of you feels like you are there inside the image.  You can feel the emotion captured.  Your imagination kicks in to fill in the missing pieces that are left out.  Now, if you take that photo from an interesting angle the viewer is all in.

Do you want to ensure the engagement of your reader, listener or customer?

Then do this – Make your words about something bigger then you or your product or service.

Put your reader, listener, customer, or client into your story, speech or your ad.  You can do this using second person perspective and present tense verbs.  Read the following story and ask yourself what you see.

“You are walking through a forest when you hear the shadows of the trees sucking the light from the air around you and notice a four-legged shadow making its way slowly through the trees, coming toward you …. “

Did you see what was left out?

I did not say it was a dark forest but in your mind you saw darkness.  I did not say “ominous” but you felt it when the shadows came alive and began sucking the sunlight from the air around you.  I did not say “wolf” but you saw one in the four legged creature making its way slowly through the trees.

You are filled with questions when the story comes at you from an interesting angle and when important things are left out.  Why am I in the woods?  Where am I going?  What will I do once I get there?

If your audience doesn’t ask questions then there’s no engagement.  No engagement means no sale.

Did you pick up on the image of Little Red Riding Hood?  I hope so and this was supposed to be a fun exercise in why you are interested in something but you’re not sure why.

Jim