People love stories. That’s why we watch TV. That’s why we read novels. Stories draw us in. Stories teach us something about people, places or things that we never knew before.
Does your business have a story to tell?
Instead of using generic sales copy, tell a story. Stories can comunicate benefits in a powerful way.
Here’s a great example we had a while back. We were creating radio commercials for an Italian restaurant. The owner wanted to have the generic radio-speak in the spot – great atmosphere, delicious food, blah blah blah. We asked him what makes the restaurant so great – best we could get was that the recipes are “authentic”. OK…we hear “authentic” a lot in restaurant commercials.
Later in the conversation is happened to come up that the owner of the restaurant had found an old wooden box buried in his great-grandmothers home after she had passed away. The box was filled with old Italian recipes that he has kept and used for the restaurant.
So, we told the story of the box, and the recipes. We were able to truly communicate what “authentic” truly was. And the spots were extremely successful.
What’s your story?