Remember how captivating a good story was when you were a kid?
Nothing could beat that “edge of your seat” feeling while you were waiting for your mother or father to reveal the fate of Winnie-the-Pooh and Christopher Robin. You felt connected to those far-away, imaginary characters because of the power of a good narrative.
With age, our connection to those characters might fade, but our appreciation of a good story certainly does not.
To illustrate the importance of contextualizing your brand in a narrative, let’s say your friend just bought a new product that they love. They probably wouldn’t show up at your door and read you a sales script about how much they’re enjoying the product.
Instead, your friend would probably give you some background about the purchase decision, then tell you about the product before recommending that you buy one of your own.
Now imagine that the friend in this scenario is not a friend but a company trying to sell you that same product. It’s easy to see how you’d be more likely to consider a purchase if the call to action were placed somewhere in a compelling story.