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#1 Storytelling Technique for Grabbing and Holding Audience Attention

#1 Storytelling Technique for Grabbing and Holding Audience Attention


– What one thing do all of
the best stories ever told have in common that you can
actually take and implement in your marketing and
advertising to get more results? Well keep watching, ’cause we’re going to get into that right now. Hey, what’s up friends? CJ Thomas here, and today,
I want to talk to you about something critical that
you should be implementing in your marketing and advertising, especially if you’re taking
a story-driven approach. Now, the world of
marketing and advertising is largely focused around this question of how do we capture
an audience’s attention and then maintain that
attention over time. So what if I told you that
there is a common characteristic shared among all of the
best stories ever told, whether it’s through books,
television shows, movies, that you can actually take and implement in your marketing and
advertising to get more results. So what the heck am I talking about here? Well, I’m talking about the
importance of having conflict in your marketing and advertising. What is conflict? Well conflict, simply put,
is the challenge or obstacle that needs to be overcome, or the question in the viewer’s mind that
they need to continue watching or continue reading to
find out the answer. So it’s important to
remember that conflict doesn’t always have to be this
big, dramatic catastrophe. Again, sometimes it’s
just simply a question that you put in the viewer’s mind. So why is conflict so important for you to use in your
marketing and advertising? Well, when we use conflict,
we can sort of guide our audience to where they
should put their attention. Because, as humans, we usually
pay attention to things that need answers or need solving. Think about it like this, one of the most popular television shows in
recent history is Breaking Bad. How boring would Breaking Bad have been if nothing terrible ever
happened to Walter White, if it was all sunshine and rainbows? Nobody would ever watch that show. So how can you implement conflict in your marketing and advertising? Well, at the simplest level,
start by thinking about what challenges or pain points
that your audience faces that your offering,
whether it’s your product, or service, actually solves. Starting there rather than
just coming right out the gate with your features and your benefits is going to make your marketing more engaging and more effective. Even better, this is where story comes in in your marketing and advertising. Let’s say you’re doing
client testimonials. Nobody wants to sit and watch
or read somebody talking just blankly about how
great your company is. But if they start with a story about a problem that they faced, or something that stood in the way of them getting what they want, and then how you actually
helped them get there, that’s going to be so much
more relatable to the audience, and again, hold their attention, because they’re like, what’s going on? Like, how do we get this problem solved? And so what we’re doing
by implementing conflict is we’re creating what’s called open loops in the viewer’s mind, to where, again, we’re peaking their interest
and we’re keeping them engaged so they want to find
out what the answer is, so they stick with us longer. So go ahead and give
this a try for yourself. When you’re looking at
a new marketing campaign or a piece of copy, ask yourself,
what’s the conflict here? Is this enough to peak
the audience’s interest, and does it ultimately
lead to our key message, to what we’re trying to deliver? As always, let me know your
thoughts in the comments. How have you used conflict in the past? Be sure to share this with a friend, and I’ll catch you on the next video.

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