HAMISH McCOLLESTER, ECD RAPP LA, EXPLAINS THE BEST WAY TO VIEW YOUR CUSTOMER

"If there is one thing people love more than rooting for a hero, it’s being the hero. It's inspiring when heroes set off to solve problems, face down obstacles, and finally achieve better lives. This is the essence of hero-centered dramatic storytelling and a fan-favorite way of viewing our own personal journeys.

Hollywood wrote the script on dramatic storytelling. In Star Wars Episode IV, for example, you have a hero (Luke Skywalker), an inciting event (a message from Princess Leia on R2-D2), obstacles to overcome (from saloon fights to trash compactors), and finally the resolution of evil defeated (goodbye, Death Star) and Luke recognizing his inner heroism.

For marketers, truly compelling campaigns for Main Street USA can be crafted by finding ways to apply dramatic storytelling to the plights of everyday consumers. This isn't some new-age angle on advertising. From ancient cave drawings to modern-day social media, storytelling has always been an effective and celebrated way to share information. The key to maximizing a campaign's success is to tell your marketing story using proven and fundamental principles."

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