If you’ve been involved in marketing for more than ten minutes, you’ve probably figured out that people buy things based on their emotions.
People don’t line up on the sidewalk all night to buy the latest iPhone for any rational reason.
It’s not like their existing iPhone is about to stop working.
They line up for the new phone not because they need it, but because they want it.
Their purchase decision is driven by emotion.
And it turns out that one of the best and fastest ways to trigger emotions is through stories.
You know this already, of course.
Every time you watch a movie you’re taken on an emotional roller-coaster. Movies are stories, and stories move us.