Who Tells Your Story?
Advertising has plenty of tried and true mantras—”you have to spend money to make money,” or, “make them an offer they can’t refuse”—but there is an important truth that all these popular tips and tricks aren’t quite grasping: people are aching for story! So how can you incorporate story into everything you do as an advertiser? Native advertising and “advertorials” could be a great way to give your product or services a narrative feel, but that’s just a start. Ask: What’s the story behind what you’re selling? How can you break down the walls between marketer and consumer? How can you reveal your humanity as an advertiser? With a constant inundation of products and services, it is easy to scroll right past an ad; story-driven media always catches more eyes.
Take a hint from entrepreneur Joy Mangano, whose story you may recognize from the recent Academy Award-nominated movie “Joy.” She made a product that improved her everyday life as a busy mom, homeowner, and employee. She wanted to sell it to others because she knew it would eliminate some of their everyday struggles, as well. She sold her “miracle mop,” her most notorious invention, to QVC. The interesting piece of the story is that initially product sales were low, until QVC let her on the show to sell the mop herself. No one else could sell her product like she could. When she presented her story of how and why she made the mop, her invention practically sold itself!
If you really want people to buy your product, you have to bring them into a story. Stories give us a context in which to understand ourselves and the world around us. Advertising is a perfect opportunity to tell yours—make the most of it.
Kirsten Privett is our email operation ringmaster, who oversees all house Newsletter and Eblast production.