The Power Of Story In Marketing

I'm always fascinated when Apple comes out with new products - their ads are just amazing.

They tell a story.  They engage and captivate you - their marketing prowess is undeniable.

Recently though, we're starting to see some other companies doing this REALLY well too.

Here's two examples that blew my mind this week... watch and enjoy.

[video_player type="youtube" width="640" height="360" align="center" margin_top="0" margin_bottom="20"]aHR0cHM6Ly93d3cueW91dHViZS5jb20vd2F0Y2g/dj1idUEzdHNHbnAycw==[/video_player] [video_player type="youtube" width="640" height="360" align="center" margin_top="0" margin_bottom="20"]aHR0cHM6Ly93d3cueW91dHViZS5jb20vd2F0Y2g/dj1ZQmgwaGdQOHdXaw==[/video_player]

I think this is SUPER important - even for those of us working on Facebook ads and basic landing pages, or native content.

In the high level marketing groups I'm involved in, which contain exceptionally high level marketers, business leaders and content producers, are all talking how this is the future of advertising.

For everyone.
Not just the big boys.

Sure... you might not have the budget to land something as gorgeous & powerful as these ads, however there are components we can start thinking about with even the most simple campaigns.

1) Understanding your niche.  What have they been through, where do they want to be, what are they struggling with.  I think both these ads really nail identifying who their clients are.  If you can't talk to your prospects, you're going to struggle to create value in their mind.
2) Take us on a journey.  Show us you know us more than we know ourselves.  This immediately builds credibility as the person watching the video is like "goddam, these guys KNOW me".
3) Produce quality work.  Screaming into a phone while driving your car, or running boring webinars with zero content is dead.  People want and expect quality - even from your marketing and advertising.  You don't need to hire a hire a Hollywood producer (yet), but produce the best quality content you can, and always be raising the bar.

So for every campaign you're running, for every offer you're creating, ask yourself - how can I begin to incorporate these elements?  How can I take what the best in the biz are doing right now and apply it to my work.  You might find you'll surprise yourself.

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