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May 27, 2005



It's like the "Where's Waldo?" and the new hit series the "Look-a-like" Smells like....Acts like......Can you guess? The new version of "Who?" How many copies did that sell? Let's get it back on the market. How do you tell a copy from an original?

Olivier Blanchard

We all respond to stories because stories allow us to think metaphorically (which isn't something we are trained to do in the Western world). Stories, tales and fables simplify and clarify concepts that can otherwise be too complex for us to fully grasp. They also provide a safe place for us to not only project our wants, fears and needs, but fantasize about them.

In a very real sense, we are wired to respond to stories, relate to them, and to a great extent make them our own... so it stands to reason that stories are an effective vehicle for us marketers to convey our message (whatever it may be).

Now think about the role stories play in our development. Even as children, from LaFontaine's fables to the Grimm tales, we learn to listen to them and draw from them valuable lessons, which in turn affect our behavior. So in addition to being wired to relate to stories, we're also programmed to allow them to change our behavior.

That's why stories are so effective. :)

Cool blog.

steven streight vaspers the grate

Tell people a story they already believe and hope that you can sneak your sales message in that way?

I don't like where this seems to be headed.

Of course, successful marketing understands what the target audience believes and needs.

And you have to state something you know they'll agree with, then lead into how your product is a natural outgrowth of a similar mindset.

But tell people what they want to hear and already believe...

...this is a "safe" and "cautious" approach.

Revolutionary products tell a new story in a powerful way.

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