In a world where consumers experience “communication fatigue” and are more likely to tune out than tune in, what will make your message stand out?

Storytelling is a powerful marketing tool because it establishes an emotional connection for the viewer/reader, and we all know that emotions can drive the decision-making process.

When creating an emotional peice of content, whether for an ad, social media, or video, follow our Three P’s of Content to help your message get noticed – for the right reasons.

1. Personal

Your audience should make a personal connection with your message. Are you selling a product, such as a book? Don’t make your message about the product, but the story behind the product. Answer the question: “how does it impact people’s lives?”

Turbo Tax’s new TV ad, “The Year of You,” beautifully illustrates how a relatively impersonal product (tax preparation software) intertwines with the tapestry of daily life. The campaign compels the viewer to think about how their lives have changed over the past year, not how they’re going to do their taxes.

2. Powerful

Dove has a reputation for marketing campaigns that are powerful, and the Real Beauty Sketches video is no exception, with more than 66 million views on YouTube. We won't spoil the video for you, but the basic gist is that a former forensic artist works with women in an experiment in self-image, and the results are extremely powerful.

"Women are their own worst beauty critics," Dove says. "Only 4 percent of women around the world consider themselves beautiful ... we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see."

3. Playful

Have fun with your messaging and you’ll be sure to make an impact. Old Spice’s new Mom Song commercial touting body spray is a tad, well um, odd, but it comes on the heels of a very successful spate of commercials that are ridiculously fun and mischievous.

Don’t set out on a mission to “go viral,”. Aim to be valid. Your message should resonate, not repel, so an over the top marketing campaign might not be suitable, depending on your target audience.

Make your messaging and brand stand out amongst the noise. Make your story one to remember. Connect with your audience on an emotional level, and your marketing efforts will succeed.

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