Opinion: Want stronger creative? Find the story in what you're selling
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We are forever learning about new formulas for sales success, but nothing can beat a formula that has conflict, characters you care about, escalating excitement and a satisfying ending.
That’s because the story is the single most motivating sales technology known to advertising.
No one likes being told what to think. That’s why no one likes straightforward selling. But storytelling is different. It’s a form of gameplaying you willingly give yourself over to. News, drama, people you love, hate, sympathize with the story has it all. And we’re wired for it. Think of all the bedtime stories you were read, all the cable series you’ve binge-watched, and the hundreds of memorable films you’ve seen. Our mind nestles into stories like a head into a pillow.
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