The Power of Narrative (Consuming Desire)

People don’t buy products and services, they buy the satisfaction of unmet needs.

When I see branding ads for items like clothing that feature scantily clad models, I often assume such images would be better targeted to those of the opposite sex. Not true. It’s not what the prospect wants, it’s what they want to become. They project themselves into the ad.

The same element is at work in cinema and in books. We project ourselves into the story and become the hero. When the plot resonates with the longing of unmet desires, it’s magic.

This week the New York Times

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