A lot of the advertising and marketing I see, especially in the business-to-business sphere, seems aimed at simply getting attention, being noticed. It’s a poke — it’s usually vaguely annoying and it often the response it generates is either indifference or irritation.
The best advertising provokes a response. It makes the target of the advertising think and react.
Our lives are filled with stories. Great books, great TV shows, plays, musicals and movies are all popular in our culture because of the stories they tell. Stories engage us, fascinate us, and sometimes teach and inspire us. Even politics has its candidates with a “great personal story.”
Too many marketing campaigns that I’ve seen are based on features and benefits, rather than stories.