Using Literary Devices to Enhance Your Marketing: Storytelling Meets Psychology
Our world today contains more information and more distractions than probably any other time in history. Just think about how many advertisements, news stories, notifications, emails, and video suggestions you see in a single day. All this noise makes it extremely challenging to reach your audience in a way that will truly capture their attention.
What’s the last marketing message that truly made you sit up and take notice? Chances are good that it found a particularly effective way to capture your attention. Maybe it surprised you with a shocking image or concept. Or perhaps it subverted your expectations in a delightfully amusing way.
For decades now, marketers have been aware that storytelling is an especially effective way of capturing and maintaining an audience’s attention. And for hundreds of years before that, storytellers have been aware that certain storytelling techniques, known as literary devices, are especially useful for crafting compelling stories.
These techniques have stood the test of time because they tap into universal aspects of human psychology, shaping the way we perceive, retain, and recall information. By borrowing from the playbook of great novelists, playwrights and filmmakers, marketers can craft messages that break through the noise and move people to action.
Why Literary Devices Work: The Science of Storytelling
Much research in the field of cognitive psychology has shown that our brains are wired to craft and respond to stories. When presented with a series of events or observations, we naturally form a story in our head that explains how they all fit together. Storytelling helps us determine cause and effect, create emotional connections to other people, and remember complex ideas more easily.
Literary devices are more than just methods for writing fancy stories; they are highly effective tools for influencing how audiences engage with a narrative. Consider the emotional pull of a well-told anecdote or the persuasive power of a cleverly employed metaphor. These techniques tap into psychological heuristics and quirks to guide the brain’s processing of information—in fairly predictable ways.
When used effectively in marketing, literary devices can:
- Capture Attention: In a noisy world, things that interest us stand out. Devices that create suspense, surprise, contrast and emphasis draw people in and make them want to keep reading or watching.
- Create Activation: Your audience must be effectively primed before making a decision about how to respond to your marketing. Devices that establish themes, connect ideas, or subvert expectations can help move them toward that decision.
- Present a Deal: In the end, no one will accept a marketing offer that doesn't seem like a good deal. Some devices can help you position your offer within a larger context that makes that deal more apparent.
Next Up: A Deep Dive into Literary Devices
The marketing landscape isn’t what it used to be 30, 20, or even 10 years ago. Gone are the days when straightforward product pitches and blatant sales language were enough to resonate with an audience. Modern marketing demands sophisticated storytelling, and literary devices offer a time-tested way to improve your brand narratives.
In the posts linked below, we provide in-depth examinations of some of the most effective literary devices you can use in your marketing. Give them a read to learn how to build loyalty toward your brand, nurture engagement with your marketing messages, and ultimately increase conversion rates.