What’s the secret sauce of great advertising?

What makes an advert stand out? Big budget? Flashy graphics? If you answered yes to any of those questions, unfortunately, you are A bit off track. Have you ever heard “people may forget what you said but they will never forget how you made them feel”?

That also applies to advertising. Real connection with your audience begins with emotional storytelling; it turns products into something personal and cold pitches into conversations.

Whether it’s a new campaign, a class presentation, or if you are just trying to figure out how to stand out online or via traditional media channels, it starts with an emotion.

People don’t buy products and services, they buy emotions- Hope, joy, nostalgia, safety. Think about some of the most memorable ads, did they make you laugh? Cry? Smile? Emotions stick, and for a much longer period than facts and features.

Stories are better than Sales Pitches- Nobody wakes up excited to watch ads, but everyone loves a good story. A good ad doesn’t feel like an ad, it feels like a moment, e.g. a struggling student who finds support through a scholarship, a single mother who finally opens her dream business, a Soca artiste who finally realizes his dream.

When your brand tells a story, you are more than a logo; you become relatable and that is when trust and loyalty are born.

Emotion sells at any level – A huge budget is not a requirement for a good story. Students can use storytelling in school projects and social media content. Teachers can use it to explain complex ideas and entrepreneurs can build brand loyalty by sharing their ‘why’.

As a local or Caribbean brand, you can create a viral ad by just showing real people, real places and real stories. That authenticity cuts through the ad clutter. A prime example of this is the new campaign “Made Of Caribbean” being done by Sandals Resorts.

Here are some emotional triggers that work:

• Happiness – Inspires sharing and good vibes.
• Sadness – Creates empathy and reflection.
• Surprise – Grabs attention and fuels curiosity.
• Pride – Motivates people to take action or be part of something bigger.
You can blend these emotions with strong visuals, music and a clear message to create a full emotional journey.

Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions. She is also a freelance content writer, advertising copywriter, voice-over talent, media personality. Follow us on FB & IG @igniteresults Phone:784-432-2223. Email: igniteresults@gmail.com