Great stories have the power to move, inspire and influence.
It’s no coincidence that the Super Bowl, the most-watched television event each year, has become synonymous with the year’s most high-profile television commercials.
Why? Because the brands that pay top dollar for 30 seconds of airtime understand that their audience doesn’t want to be advertised to. They want to be entertained and engaged.
Throughout the ages, technology and media – whether stone or the sound of our voice or pixels on a screen – have dramatically influenced the way we communicate and tell stories. In such a highly digital and socially connected world, the only messages a person sees or hears are the ones they choose to see and hear.
According to a recent infographic from content marketing platform OneSpot, US citizens consume more than 100,000 digital words every day, with more than 9 out of 10 wanting brands to deliver content that is linear and expresses a clear narrative. Now more than ever, it’s becoming increasingly more important to harness the art of storytelling to break through the clutter. After all, people like brands they can identify with and choose the products or services they feel personally connected to.
Next time you sit down to write a communications brief for your client or agency, instead of starting with the usual litany of things (e.g. benefits, reasons-to-believe, call-to-action etc.), I challenge you to simply ask yourself one thing: what’s the story?