Want Your Message to Stick? - Tell a Meaningful Story

When human beings need to persuade people about ideas, we tell stories.

In 2007, the American Association of Advertising Agencies published the results of a two-and-a-half year study that charted the effectiveness of two types of advertising — ads that told a story and ads that appealed to rational reasoning. The result?

“For the most part, ads that tell stories and engage and involve consumers create stronger emotional relevance than product-centric ads,” the study concluded.

via 99U