When was the last time you took your brand’s temperature?
Determined to get their message across to their target audiences at all costs, advertisers are not afraid to use every technology at their disposal.
But there’s one thing advertisers tend to forget: the human brain can only take so much. Bombarded by ads every day, more and more consumers are taking drastic measures, cutting advertisers off completely.
Fortunately, not all is lost. There are plenty of ways brands can still win people over. The key is to create messages that offer added value, and communicate them to people who will actually benefit from them.
Story research.
Humans are always looking for answers to the questions that keep them awake at night. That’s where the future of advertising lies.
Nobody is waiting for answers to questions they’ve never even asked themselves. Nobody wants to listen to stories that don’t spark their interest.
That’s why finding out which questions people have about your brand, product or service is the first step of our approach. Story research enables us to help you give answers your target audience will be thrilled to hear.
Advertising is as easy as scoring an open goal. You just need to locate the goal.
We’re all wussies. We just don’t want to admit it.
“If a speaker’s words and body language differ, listeners are more likely to believe the nonverbal communication of the speaker, not his words,” concluded Professor Albert Mehrabian in 1967. He’s yet to be proven wrong.
Communication is, above all, a neurochemical phenomenon that determines to a large extent how we feel. And how we feel determines how we act.
No matter how ‘convincing’ your data may be, it won’t inspire people to act. Then what will, you ask? Turning your brand messages into stories that stir up people’s imagination and touch their souls.
Story building.
Human beings are programmed to listen to stories.
Our lives consist of stories. Good stories go straight to where no quantitative analysis can ever go: our hearts.
There’s something about stories that makes them irresistible to explore. It’s because humans are social beings who long to feel connected to each other.
That’s how it’s been for over 20,000 years. What we drew on stone walls as cavemen, we now display on screens as consumers.
Story promotion.
Every good story deserves a boost.
Good stories generate trust. That is, if people get to hear them.
Advertisers aren’t the only ones trying to get people on board through storytelling.
That’s why we proactively – but never aggressively – bring stories to the attention of people who are genuinely interested in the topics explored by those stories.
People act on what they remember. Not on what they forget. What people remember are stories.