Wait a second, though – have you developed a compelling new branding story with the customer as the hero? As enthusiastic as you may be about the new product features, it may not mean much to a skeptic.
Love love love this article -- about the research and mechanics of narrative transport and how it actually applies to businesses in their marketing and advertising.
Understanding these principles not only makes us smarter about our work, but we have more control (read more success) when we know about, and can apply, these principles to our business storytelling.
The author cites academic research and links to the research article -- but writes in such an engaging (re: storied) way that we completely understand what narrative transport is and what to do about it by the end of the article.