Is your advertising campaign telling a good story? Is your story entertaining and interesting and does it resonate with your audience? Because of the limited amount of ad space and airtime we have to convey a message, it is tempting to cram as much information as we can into what seems like a miniscule space. Maybe telling a good story is a better idea.
Audiences like good stories, and they don’t necessarily have to be linear or narrative to successfully convey a message. If the story reflects the audience’s experiences, interests, goals or images, it can grab their attention and let them know that your message applies to them. A small print ad or 30 seconds of airtime is a sufficient amount of space or time to leave a lingering impression with an audience if it’s done in an engaging way. A great example of a nonlinear, non-narrative spot that tells an interesting story is the spot for Google’s Chromebook. An eclectic collection of images and a catchy song make the spot fun to watch. There is not necessarily a beginning, middle or end to the story, and the audience isn’t bombarded with facts and figures, but they do see themselves reflected in the characters, and that’s what makes it work.
A potential customer will go your website or call you for information once they identify with your brand, so you don’t have to tell them everything there is to know about your product or service in a 60-second radio spot. Just show them why they would want to seek you out and how they can find you and that is enough to start. Tell them a good story, and they’ll want to hear more.