There's a theory called narrative transportation. People who become absorbed into narratives actually change their attitudes to reflect the story that's being told. Research shows that when an audience is like transported, that narrative transportation transported into the narrative world they are more likely to change their real world beliefs. In other words, story really does set the moral compass. It defines what role you play in life. And if you want to change your life, change your story,. it sets up ater as a roll model for us.
What are you selling? Your quick answer may be “real estate” or “jewelry” -- but to really connect with customers, you need to understand the deeper value you offer them. You don’t sell real estate, you sell peace of mind. You don’t sell jewelry, you sell confidence.
Join us on this episode for a deep dive into defining what your customer really wants. First, Don and JJ talk about why we need to understand our customers’ desires. Then, Don interviews advertising executive Aaron James about real-world ad campaigns that have done just that.
If you want to give yourself a big advantage as we start 2019, this is the episode for you!