As some of my readers know, I'm a part of the communication industry, a market that has been created by some of the likes of George Lois, Leo Burnett, Bill Bernbach and David Ogilvy.
These people crafted and created their magic by possessing a single great skill that put them miles ahead from all their competition, a skill I still am trying to perfect, seek and master: the art of persuasion.
Bill Bernbach once said: “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”
It was important for Bernbach to understand in advance what people take out from our creative work, our writing and how people read and listen."Good communicators understand that readers read with their ego, their emotions, their compulsions, their prejudices, their urges, their aspirations and that they plot with their brain to rationalize the facts until they become the tools of their desires."
In other words, good communicators must be good storytellers.
Being creative by nature, humans are wired to instinctively react to stories as they are embedded in the heart of our psyche. Stories move us, they make us react and creates a certain kind of rapport with the brand, that is now being perceived not as a person anymore, but as a being, a "living thing".