From the course: Storytelling for Advertising Campaigns
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Triggering emotional response through story
From the course: Storytelling for Advertising Campaigns
Triggering emotional response through story
- Many would say the role of a story builder is to get someone to feel a certain way. This is a dangerous proposition, especially in the line of marketing and advertising. The role of a story builder is to bubble to the surface emotions that the consumer already has. They may be dormant, but they're real. This means knowing something about the consumer that goes beyond your typical demographic. In the marketing space, demographics aim to bucket groups of consumers by a common characteristic. Sometimes that characteristic is statistical, like age, nationality, gender, relationship status, geography, or household income. Other times, that characteristic is behavioral, like buying habits, activities, or social interaction. Demographics are a necessary component of marketing. It allows marketers to create messaging designed to resonate with the most individual people. The problem with most demographics, however, is that they're devoid of true motivational indicators, love and fear. Love…
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