009: Storytelling Series: Develop your main character

<p><span style="font-weight: 400;">We now know that narrative transportation (when our prospective customers' brains are engaged in stories, we can get them to escape to realities that we have created) is important. But did you know that narrative transportation can be a double-edged sword? </span></p> <p> </p> <p><span style="font-weight: 400;">Today’s research article suggests a more cautious approach of narrative transportation. Researchers studied how much or how little consumers were able to identify with characters in storytelling ads. The results of the study confirmed the hypothesis that storytelling ads do indeed create narrative transportation, but narrative transportation has a negative impact on character identification, unless the character is human. Narrative transportation is a double-edged sword. It’s a great tool if used properly, but if used poorly it has negative impacts.</span></p> <p> </p> <p><span style="font-weight: 400;">What are the traits of human characters that will help to create a positive brand impact? Here’s how you can put in the work behind the scenes to figure this out:</span></p> <p> </p> <ol> <li style="font-weight: 400;"><span style= "font-weight: 400;">Download the Brand Voice Template below.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Define your prospects’ internal motivations and their external goals. </span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Turn motivation and goals into your identifiable character. </span></li> </ol> <p> </p> <p><strong>What To Look For In This Episode:</strong></p> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">[00:08:45] Why narrative transportation is a double edged sword.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[00:09:10] Narrative transportation and its impact today.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">[00:17:00] Two questions to ask when creating your character. </span></li> <li style="font