The power of stories in marketing

Difference between selling features and selling narratives

Traditional advertising focuses on presenting the product in a straightforward manner, listing its technical specifications, functional advantages or competitive price.

Storytelling, however, transcends these objective details to address "why" and "how" the product fits into the consumer's life.

While a list of features appeals to logic, stories have the unique ability to evoke emotions, forge deep connections and leave lasting impressions in the memory.

By telling a story, you are not simply selling an object, but an experience, an aspiration or an identity, inviting the audience to become part of a larger narrative rather than merely passive recipients of a sales message.

Persuasive story structure: conflict, contrast and resolution

For a marketing story to be captivating, it must follow a solid narrative structure.

It all starts with conflict, which usually reflects a common problem or struggle that the target audience can identify with, introducing tension and interest.

Contrast is then used to highlight the differences between the current situation (the problem) and the ideal future (the solution), or between opposing emotional states, such as frustration and satisfaction.

The narrative reaches its climax at the climax, a moment of revelation that emotionally hits the viewer, and concludes with the resolution, where the product or service facilitates closure of the conflict, providing satisfaction and solidifying the brand message.

Creating characters with whom the audience can identify.

Characters are the heart and soul of any story; for marketing to work, they must act as a mirror to the audience.

If viewers see their own aspirations, challenges and experiences reflected in the protagonist of the ad, engagement becomes personal.

This requires in-depth research to understand the values and issues of the target audience, whether they are new parents or young entrepreneurs.

By using protagonists who represent ordinary people rather than unattainable role models, an authenticity is achieved that resonates str