Do you know why kids are obsessed with stories? Can you figure out what effect a good tale can have on adults? These two questions are connected by two things they share in familiar stories and the brain. The connection between these two components is compelling and deeply embedded in our brains. When marketers and advertisers realized the importance of this connection and embraced it, the advertising industry has completely changed. But let’s go back to the beginning.
The story is about a perfect life.
Children are drawn to stories because they are able to connect with the characters who live in an idealized world. In each level, the plot is pretty identical to one of the ideal universes where everything is possible, the universe is full of wonder and magic and the disruptive factor which alters the order of things in the world, and at the end, it is the return to the natural order, by stopping or winning against the disruptive factor.
Children love stories because they tell of the beautiful world in which there’s no set bedtime or broccoli. It’s a world where they can be lost in unique experiences. The disruptive factor only shows them through their “before” or “after” method how amazing the world is. Of course, the ultimate triumph is winning back the world that they understand the value of it. Their minds are engrossed in the world of fantasy, and they are able to take on the role of the protagonist! This is the reason stories are so appealing to youngsters.
Adults have an inner child that requires to be taken care of.
Today, even when we are to us as adults, we are attracted to stories as we’re in touch with our inner child, who longs for his fantasy world. However rational or determined, we may be the good stories grab our interest. If you are paying attention to everything around you, then you’ll realize that everything has an underlying account. The news about celebrities, brands commercials, social media profiles, all that is intended to be seen by the public, has an underlying story. What do these stories tell us about our minds?
It’s easy enough. Children are drawn to stories because they believe they have the ability to live incredible adventures. Adults are drawn to stories since they understand that they aren’t able to fight dragons or save princesses. However, through stories, they are able to gain access to a world where they can get away from their daily routine. For adults, it’s both an opportunity to nurture the child in them and also get lost in a world of fantasy that entices them with all possibilities.
Marketing and stories are the definitions of success.
Our world is comprised of symbols. We see the world through them, and we evaluate the worth of things based on relation to their symbolic meaning. The appeal symbolism is in the stories to tell behind them. White doves of peace are connected to the tale about the Great Flood; the wedding rings tell the story of a never-ending loop and on. Every day our brains are entangled with a fascinating journey in which it tries to find out the meaning behind the symbol that it is looking for by finding its purpose.
In the end, in the realm of advertisement and marketing, the best method to grab the attention of consumers is to draw their attention in this search for knowledge. The market is maturing, and consequently, consumers are buying products not based on their rational advantages. Many of the products have the same benefits in relation to their quality. The reason people buy products is that they are looking to be part of the narrative.
The world of advertising is based on stories. They gather their customers around the flame and engage their audience with stories, offering an experience that is unique that is the chance to be part of the story by purchasing the item. Thus, in this model, the product is the key to unlocking the doorway to a beautiful world.
If, for instance, you buy a specific kind of chocolate, you’re buying a ticket into the world it is. Advertisements and commercials tell you the story behind that chocolate, including how it was made, what it was thought about, which region it is from, and so on. Your brain is absorbed in this fascinating story, and obviously, you’d like to learn more about chocolate. The main difference between fantasy tales and tales concerning products lies in the fact that in the case of products, you are able to try for yourself. You’re not able to actually battle the dragon and save the princess, but you can try that chocolate that has a fascinating story. When you decide to try it, you become an integral part of its story. This is why stories in advertising and marketing are practical tools because they transform the essential product into a way to access an ideal world. Who can resist this kind of key?
As a marketer, you must keep in mind that you are also your customers. They want to be entertained, and their brains are in perpetual search of the next great story. They are drawn to puzzles and enchanting words; however, you must do some research to determine what kind of story to tell them. Make them interested with a compelling story. Get them to love what you sell by sharing the tale they would like to listen to.