Anyone that reads novels, short stories and watches movies knows the power of drama and how it works at the emotions to connect with audiences.  In marketing we see this with commercials. Madison Avenue ad agencies know this game well. But it’s rarely seen in marketing copy where it rightfully belongs. Yet, sales people know its secret pull. After all, they’ve adopted the mantras…feel the pain, know the gain into their daily sales routines. They know that by working the emotions...the pain points and showing the gain (loss of pain0 they get the prospect closer to buying the goods.  

What does it look like when marketing copy takes a run at appealing to the emotions with the art of the story?  It’s opening with clever analogies that show a typical scenario a company or business may experience. This is the pain. Now here’s the gain. It’s the solution presented in clever story form so that it works the emotions and the readers/consumers feel a connection with the company’s products and services.  

• Quotes attributable on this new story-ilzation campaign offered by freelance copywriter Julie Ann Shapiro
  • "I’m very excited about this new story-ilization campaign for businesses. Some people think that techno mumbo jumbo, boring lingo and encyclopedia sounding words culled from the annals of Corporate America will set them apart. Wrong! That will put an audience to sleep. This approach neglects the romance and the thrill of the product. It doesn’t show the pain of their life i.e. the drama before the product. The gain from buying it and what ownership of it means…the chance to live happily ever after.”

 

• “Putting the art of the story to work in marketing copy makes it all the more tangible. It makes a story of products and services and presents them in ways that appeal to unique audiences.   The more relatable a product is the closer consumers will get to buying it. “

 

• “A professional copywriter who’s also an award winning story writer can help you reach your audience in clever, out-of-the-box ways to get the most out of your marketing communication.”

 

• My goal in offering this story-ilzation campaign is to give companies a creative and entertaining way to appeal to their audiences and get new customers.