Everyone loves a good story. That’s why so many great ads rely on storytelling.
A good storyteller draws us in and holds us tight. As marketers, that’s exactly the kind of focus and engagement we’d like our ads to create. Plus, a good story begs retelling. In the social-media world, this translates into greater sharing and stickiness and, in the conventional ad world, into frequency and distribution. As unlikely as it may seem, even a 60-word ad can (and should) offer just such an engaging narrative.
Via Gregg Morris