Well, I fell for one of those mushy video ads this past weekend. It was one of the ‘gift a custom love song’ videos — I’m sure you’ve seen one of the many by now. So yes, I was indeed crying on social media watching one of the reveals. The husband receiving the song was crying. I was crying. And the comment section was flooded with fellow criers, moved just like me.

SO WHY ARE THOSE SONGS AND VIDEO REVEALS SO MOVING?

or let me ask you you a broader question…

WHY DO WE LOVE A GOOD BOOK OR A GOOD MOVIE?

WHY DO WE WANT TO HEAR HOW A COUPLE MET OR FELL IN LOVE?

WHY DO WE SHARE THE BIRTH OF OUR BABIES, THE EXTRAVAGANT PROPOSALS, OR HOW WE STARTED OUR BUSINESSES?

The answer, the reason is always rooted in the same thing. As the saying goes “we are more alike than we are different”. Ultimately, we connect with each other and are moved by each other for the same reason: we resonate, we assimilate, we project, we relate. The way we feel these emotions is through one thing and one thing only…

WE ALL FALL FOR A GOOD STORY!

“I’m not crying, you’re crying.”
“It’s allergies!”
“Take all my money?”
“You have to watch this.”

We are suckers for love stories, underdog stories, survival stories, rags to riches stories… Storytelling is a gentle way for us to take in or share data, to see others’ point of view and share ours, to share our struggles and our wins and entice others to follow in steps. It’s universal!

YOUR AUDIENCE (PEOPLE YOU SELL TO) IS NO DIFFERENT.

Creative visionaries tend to get flooded with ideas, projects, new things to do and say. Either they end up not getting to the launching phase or present it in a rumble jumble, confusingly delivered message. Once again, strategic branding offers all of us the opportunity to craft out a brand story powerful enough to move others and lead them to take action — aka buy from us!

Tell your audience a good story and you’ll move them and get their attention.

Make them the hero of the story you tell and they’ll feel empowered to take action.

Make yourself indispensable in their journey and they’ll become clients and loyalists.

Tears of joy are the cherry on top.

ARE YOU TAKING ADVANTAGE OF STORIES?

What if you were one step away from being on demand? One story away from eliminating uncertainty, to smooth over buyer resistance?

Do you have their attention?

Do they feel empowered when listening to you?

Do they believe you’re indispensable in their journey?