It might seem old-fashioned. But that’s what makes it so effective.
They found that, regardless of the content of the ad, the structure of that content predicted its success. “People are attracted to stories,” Quesenberry tells me, “because we’re social creatures and we relate to other people.”
It’s no surprise. We humans have been communicating through stories for upwards of 20,000 years, back when our flat screens were cave walls.
See on blogs.hbr.org