Superbowl XLIX is coming up this Sunday, and the biggest draw for some is the super creative (and crazy expensive) commercials! Have you noticed how the commercials that resonate provide an emotional connection? It’s like fishing, if you use the right bait, you’re more likely to catch the fish you want. If you don’t, your outing won’t be terribly memorable and you’ll go home with an empty boat.
Think about the Budweiser commercial last year, “Puppy Love”. The puppy and horse develop a ‘friendship’ on a farm until someone comes to adopt the pup. When the sad pup whines in the car, set to move to his new home, the Clydesdales rally to stop the vehicle. The commercial then closes with the puppy and horse back at play in the pasture.
Around the water cooler the next day, the Budweiser commercial was absolutely one that was discussed. Why was it so memorable? Storytelling! It’s all about connecting with your customer. An important part of storytelling is brevity. As we live what can be considered a bullet point society, people want to gobble up information quickly and move on to the next nugget.
When writing advertising copy, social media posts, developing content for internal or external marketing, use powerful bait by telling a story! The more you work the lure, the more likely you are to reel them in and get them hooked.