Commercials aren’t storytelling. Whether in the form of words, images, or video your advertisements are simply assets developed to show the best version of your business or tell the scripted elevator speech told hundreds of times before. More often than not these tell the who, what, when, and where, but also the “how much.” These advertisements are crafted for the actions they drive, not for the story they tell. You measure their success in the clicks, conversions, or inventory number.

Commercials come easy. Stories make you work for it.

When a story is told well, it’s clear to the audience that the purpose was to inform, entertain, or give. All the best stories generate visceral responses in sentiment, the least measurable element of a campaign. What marketers call “content strategy” really means “managing emotions,” and that doesn’t always show up in Google Analytics.

INDUSTRY INSIGHTS

Blog Posts

Seeking Ways To Help, Restaurant Partners Support Staff


While the carryout-only model would not sustain their numerous locations long term and forced closure, the business wanted to help its employees however possible.

Musical Venue turns Virtual in Response to Social Distancing Orders


The Listening Room’s last show was March 13th and three days later all remaining scheduled shows were postponed. In an effort to keep the music…

Findings from MLive’s Social Consultancy


Over the past two weeks MLive Media Group has been doing 15-min virtual meetings with businesses around Michigan to help answer questions and see how…

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