Who was it who said 'A spoonful of sugar helps the medicine goes down?'
I could google it, but I'm pretty sure it was Mary Poppins. Forgive me if I'm wrong.
But it doesn't really matter who said it... I'm sure you'll see the obvious analogy I'm trying to make.
Humans are hard-wired to respond to stories. It's the way we're taught the fundamental human values.
A story resonates with us more deeply than a dry recollection of the facts. Just think of the detail you can recall from a film you've seen a few times... You form a connection with the characters and can almost feel their emotions.
Once you realise this, you begin to see the opportunity.
When you're communicating with your customers, try telling a story.
Paint a picture of how you would like them to feel when they're working with you. Then slip in the message you wanted to tell them. Describe what a successful outcome would be like. Make it vivid. Put them in the frame.
Think about how John Lewis sell to you at Christmas... They paint a warm, sentimental picture, making you feel warm and cosy... Then very subtly, show you their logo at the end... Classic priming and anchoring.
Marketing is most powerful when it makes the audience feel something.
If you'd like to talk in detail about how I can help tell your brand story, send me a message.