As one ad man once said:
“You cannot bore people into buying your product.”
Let’s listen to him.
“You cannot bore people into buying your product.”
Let’s listen to him.
Do not get this wrong. This is still the selling phase. But selling well is much more than saying what you have and how much it costs. You need to find a creative way to sell. Is it through truth, humor, aspirations, or another emotional layer?
These emotional triggers must be wrapped in a strong storytelling shell that captures the viewer’s interest. Because we are not rational beings, but emotional ones, and emotional stories dig much deeper than plain facts and price.
So building a good creative narrative is essential.
1. Find the insight
Now it is time to hit with a clear and relevant message.
This is where the importance of a well-defined target audience comes in, because from it stems the backbone of the creative concept: the insight.
This is where the importance of a well-defined target audience comes in, because from it stems the backbone of the creative concept: the insight.
An insight, simply put, is a true statement about a problem that a person or business faces. The best insights are often things that go unnoticed in daily life but are always present.
Example:
Industry: Earphones
>TA: People with busy life who use earphones not only for music but for calls and noise cancellation.
>Insight: The earphones are not just a tool its an assistant who is always there and helps when you work, relax, run or sleep.
>TA: People with busy life who use earphones not only for music but for calls and noise cancellation.
>Insight: The earphones are not just a tool its an assistant who is always there and helps when you work, relax, run or sleep.
2. Define the message
Once a solid insight is found, turn it into a clear message that builds the story. It must be simple to understand and grounded in truth. That is harder than it sounds.
Always keep the average viewer’s perspective in mind. They do not see the layers behind your work, so make sure the message works instantly.
The message: Earphones will help you filter out the right sounds from the world's noise.
Always keep the average viewer’s perspective in mind. They do not see the layers behind your work, so make sure the message works instantly.
The message: Earphones will help you filter out the right sounds from the world's noise.
3. Emotional Triggers & Storytelling
When the message is defined, wrap it in a story. It must align with the brand’s tone, which you defined in the strategy phase.
Stories can shift in emotional flavor. The same plot can be serious or humorous depending on tone and presentation. Find one core narrative, then adapt it to different emotional triggers.
Stories can shift in emotional flavor. The same plot can be serious or humorous depending on tone and presentation. Find one core narrative, then adapt it to different emotional triggers.
Example story: Life is full of noise - work, people, cars and many other things. In all this noise, you may miss what is important. Don't miss the things that matter.
Earphone brand – Hear what you need
The presented story should have rough visual sketches that accompanies the story, so you can see how the words go with visuals.
4. Build around the story
Create a unified environment across all media such as visuals, radio, banners, and outdoor formats.
Create a unified environment across all media such as visuals, radio, banners, and outdoor formats.
> Copy talks to the same pains and offers the solution
> Visuals capture attention and tell the story
5. Remember the consumer
> People are not rational they are emotional.
> Stories will dig deeper than facts or numbers.
> Your real competition is in the mind of the consumer.
> When they think of solutions, they recall the emotional standouts.
6. Adapt for Context (B2C vs. B2B)
> B2C: focus on emotions, triggers, and storytelling.
> B2B: focus on solutions and gains, but keep it engaging, because the decision-maker is still human.