What is Storyselling?
A creative advertising idea can do more than just entertain. It can sell. Storyselling uses a story structure to deliver useful information and generate response, ultimately in the form of a sale. Here’s how it works.
Engagement. Job One of any successful ad is to engage the audience. Don't do that, nothing else really matters. A traditional story engages using entertainment, trying to lure in the curious and see if they'll stay with you. But when storyselling, you want to encourage the audience to self-identify, to have them say, “whoa, that’s me.” So you establish who you’re talking to right out of the gate.
Content. With a brand ad, the content is often the story itself. But storyselling replaces traditional storytelling devices, like plot and character, with information. Benefits. Features. Less emotionally evocative, certainly, but likely more personally relevant to your audience. The right information, delivered the right way, will help move them from thinking to doing.
Structure. Just because we're working with information rather than entertainment, structure is still important. How you move your audience through the message, how you deliver the brand proposition, how you support the proposition with benefits and tangible facts in a logical fashion, it all matters.
Long story short: in creative advertising, storytelling gets all the buzz. But storyselling gets results.
Read our blog on Storyselling here.