In a recent article published by Advertising Age, Matthew Luhn stated that “Digital advertisers have forgotten how to make people feel something.” In the article How to Put More Emotion in Storytelling, the 20-year Pixar vet shares secrets to great storytelling.
Excerpt: “…People don’t make decisions with the rational parts of their brain… we make choices based on feelings, and then later we justify those feelings… Also, our ability to remember data is quite limited…The fact is, people have evolved to be storytellers and to respond deeply and emotionally to storytelling. If brands want to be as successful online as they were in traditional media a few decades ago, they need to relearn the basics of storytelling.”
Bonus: includes link to a clip of Elon Musk delivering stellar sales pitch that leaves audience cheering
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