What Gets a Customer’s Attention in an Ad?

The story element customers are subconsciously scanning for as they watch a commercial (or browse a website) is this: results. By that I mean they want to know what is going to happen if they engage in the story you’re pitching to them. We are hardwired to think in the form of story, and most stories are going to one of two places: a successful ending or a tragic ending. When brands help their customers understand how they can create a successful ending for them, or how they can help them avoi

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