Think about it.
Apple. Dos Equis. Old Spice. Procter & Gamble. Ram Trucks. Jack Link’s Beef Jerky. GEICO. GoDaddy.
At some point, all these companies told compelling stories that grabbed our attention — and held it. Not just for thirty seconds, but longer.
And as they repeated their stories over and over again, they got under our skin. Through simple stories, these companies won our allegiance and business.
Tell the right story and you can capture attention, entertain, enlighten, and persuade all in the course of just a few minutes.
As author Jonathan Gottschall said:
We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.
Some argue you can even ignore essential advertising principles and still grow a business through stories. That may be true, but only if your story follows a certain structure.
How to structure your marketing story
More than a year ago, Sonia Simone wrote the defining piece on the subject — a summary of what it takes to write a meaningful marketing story that people can’t ignore. The article summarizes what we believe here at Copyblogger.
So, Copyblogger Media designer Lauren Mancke and I thought it was high time we honor Sonia’s article with a sleek infographic in the style of the outstanding storytellers from the era of silent films.
Print it, pin it, but whatever you do … use it. And don’t miss the additional storytelling tips at the end of this post …