007: Storytelling Series: Narrative Transportation

<p>How can you use your brand story to take clients from where they are to where you want them to be? Today’s episode touches on the three elements of a brand story that studies have identified as responsible for improving brand perception. </p> <p> </p> <p><span style="font-weight: 400;">In a study by Ryu et al., researchers identified the elements in a brand story which are responsible for: </span></p> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">increasing narrative transportation</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">improving brand perception</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">facilitating the relationship between the above two points </span></li> </ul> <p><span style="font-weight: 400;">They found plot, historical connections, and first person narrative to be the key elements that enhanced perceived brand image. Participants let their guard down when they were invited into brand stories rather than when they were left wondering about details.</span></p> <p> </p> <p><span style="font-weight: 400;">Plot, history, and first person. We know they’re the three elements we need to include in our copywriting to lead our clients to “get lost” in our story. It helps us build our brand and shape our clients’ perception of our brand. By figuring things out, our readers and potential clients don’t need to do the heavy lifting, they can focus on getting lost in the story. </span></p> <p> </p> <p><span style="font-weight: 400;">Listen to the full episode to find out how you can get your clients lost in your story.</span></p> <p> </p> <p><strong>What To Look For In This Episode:</strong></p> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[00:11:28] Researchers found that narrative transportation does indeed massively enhance perceived brand image.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[00:17:19] We’re not writing a novel, we have 30-90 seconds to invite clients into o