The Role of Storytelling in Effective Marketing

Once upon a timeHuman beings have been sharing stories since the dawn of time. It’s the way we connect with each other. Stories that create a heart connection are the most successful – when we can imagine ourselves in someone else’s story.

Good marketing has that same effect. Think of Hallmark commercials, for example. Their sweet and nostalgic vignettes strike an emotional chord. Other common responses to ads and commercials include laughter, irritation, or a sense of disbelief.

But whatever the reaction, the marketing has succeeded to some degree because it evoked a response. We saw ourselves, even for a moment, in that story. The reason videos go viral is because those stories successfully capture a moment and trigger a response.

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