When’s the last time you said to someone, “boy, I experienced the best banner ad the other day!” Let’s go with—probably never.
Why? Because we don’t want to be marketed to. We don’t want to be advertised to (ad-blocking, anyone?) We want to experience a story.
Come December, if (we can only pray) Star Wars: The Force Awakens is a smash hit, do you think you’ll walk out and exclaim, “that one trailer they showed before it was just fantastic!” or “boy, that was some authentic content!” No. You’ll be beaming over the story. You’ll be saying: “ah, now I see why Luke wasn’t in any of the trailers!”
It’s the same with modern marketing. It’s not even solely about “content.” Though “content is king” is the buzz phrase of late, we’re getting past “just put some content in there and you’ll be all set.” Great marketing isn’t seen as marketing. Stories are what we remember. There may be a product or service at the center, but it’s so woven into the story you don’t even really notice.
Here’s a couple examples of how story wins.
Were you thinking, “that’s some great ad content” or “what a great story”?
You’re going to see over 1,700 banner ads this month. And you will click on less than one of them (is that even possible?)
On the other hand, story-driven marketing (like video) is worth its weight in gold. Chew on this stat: according to Forrester, 1 minute of video is worth 1.8 million words.
Looking for a way to cut through all the noise? Tell me a story.
Photo credit: H&M