Narratives are a key element of every memorable message that audiences receive. Though a single Narrative may anchor a campaign for years, brands can build a wide variety of stories around it to hook audiences and connect with them. For example, iconic brand campaigns like Mastercard’s “Priceless” series ran for two decades with a Narrative…
At Persado, “Words Matter” isn’t just a tagline. We have seen how changing only one sentence, or even one word can drastically impact an audience’s response to a marketing message. It makes sense. As marketers, we’re talking to people, and they want to be spoken to in a certain way. The same is true in…
Experimentation is crucial in marketing, and yet so many teams continue to take detours that lead to incorrect conclusions, misinterpret the data, or fail to get the most out of results. In some cases, marketers may use these conclusions to make decisions on words and creative that will not best engage their consumers. To help…