Once the premise for action has been established, it is important to take your story into the next sequence: “how” your narrative explains the broad strategy in which you plan to achieve the promised goals to further engage your audience emotionally.
This is an essential prelude to clear the first doubts that may be stopping them from becoming more invested in your mission before following up with the tangible benefits they offer and finally the means by which these aims are achieved, the latter finally appealing to the analytical part of our brain. Even this simple article uses the same flow of events.
Naturally, the narrative now shifts next into a more realistic emphasis, and describing the utilitarian purpose of the company’s products and services now comes into play.
For the sake of convenience, let's use our previous examples and see what “how” they are helping improve lives. For Google, they promise a powerful yet safe internet space that safeguards a reasonable degree of freedom of expression. Maybelline’s cosmetics and daily skincare products help revitalise ageing skin to give women back a sense of confidence and self-esteem. Tesla’s aggressive development of electric vehicles promises to slow climate change and reduce respiratory diseases and deaths caused by air pollution.
All of the brands in the examples used clearly define the benefits they offer, which is the halfway point between speaking to the desire/emotional side of our brains and our sensibilities/rationality to weigh the potential cost to benefit potential – the part of our brain that kicks in to stop our emotions from making poor decisions.
Of course, you don’t need to present world-changing ideals to move an audience. For small companies, simply telling the audience that you want to make more people smile is equally powerful – if not more relevant to many. The popularity of entertainment celebrities and social media platforms say it all.
