10 Storytelling-in-Content Marketing Lessons Learned
Bottom line: You must continue to offer multiple reasons using circular viralocity for people to return to your website. You do that by developing a compelling story and content.
Finally, a word about music and the brain, and why this storytelling campaign was so successful: Recent brain imaging studies are telling us more about the importance of singing or playing a musical instrument than we've known before. For instance, if you're a manager or executive, chances are that as a child you sang or played a musical instrument. A recent study reveals that early musical training can be influential in determining an individual's success.
And there's more: Emotions encouraged by music activate similar frontal brain regions, and can have a significant impact on your marketing messaging.
Music has the power to create a pleasurable experience that can be described as "chills." As chills increase, many changes in cerebral blood flow are seen in brain regions such as the amygdala. These same brain areas appear to be linked to reward, motivation, emotion and arousal, and are also activated in other pleasurable situations.
Storytelling works. The inclusion of relevant music in storytelling can stimulate and take people to desirable emotional places. And if you want reaction, make sure the music "chills."
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.