That’s what advertising is about. It is about telling a story. A story of boy has a problem, girl has the solution. Boy meets girl and she solves his problem.
Substitute boy with your target audience and girl with your company and you have an ad.
You are trying to convince your target audience that your product or service is the very thing they need to solve their problem or meet their need. It is as simple as that. If you don’t engage your target by making them empathize with the story, you aren’t engaging them. A list of your product’s benefits simply isn’t enough. It won’t compel your audience to put themselves in a position that makes them want to come to you. People are convinced to act based on need or perceived need. If you can’t make them feel that conviction, that need to have a problem solved, then you have probably failed to get a customer.
And without your customers you don’t live happily ever after.
Jason Polkovitz 