SIR JAMES DYSON HAS GOTTEN WEALTHY telling the stories behind the development of his vacuum cleaners--among the best vacuum ads on the telly. Now he's telling stories about another cool product. Storytelling in marketing works!
Herb finally quit smoking.
There are hundreds of pharmaceutical ads on TV, but most of them are so contrived, so full of irrelevant association and borrowed credibility that they are embarrassing to watch. (Good thing the drug companies have and endless supply of money for marketing this stuff.) But of all the ads for pills, drops, injections, patches and the like, there is one ad that comes to mind that has something to say that will reach people--and it's for Chantix, a Pfizer company.
Herb seems happy.
And he tells you his story from the heart. I don't smoke, but this ad gets my attention everytime it comes on. Why? Because it's honest. It's believable, and that's refreshing. Storytelling in marketing works.
B2B marketers needs to start stealing
Business-to-business and industrial marketers would do well to steal the storytelling model from consumer marketers. I believe B2B and industrial marketers typically have many more stories that need to be told. Products are often more complex. Origins (R&D) are often facinating. And case histories of satisfied customers are powerful. Good stories are rich, layered, and give texture to ideas.
Stop using the same old stale, meaningless sales crap you've been using for decades. Use a story to engage your audience. And, with a beginning, a middle, and an end, you just might convince them to befriend you, and finally, to buy from you.
Photo: Denver International Airport, Frontier Airlines. Copyright Lloyd Lemons
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