You work for a creative agency and your client is having trouble connecting meaningfully with potential customers. Which technique should you use to help people think or feel something?

1. Convey multiple messages to resonate with the masses.
2. Avoid humor as it’s more subjective.
3. Showcase discounts and sales to drive interest.
4. Humanize the story.

Correct Answer:

• Humanize the story.

Featuring people can help you tell a better product story and relate to your consumer. Focusing on people can increase a viewer’s expressiveness (i.e., their emotional reaction, gauged by facial expression) as they see an ad. This increase in expressiveness is tied to cross-funnel campaign improvement.

The rule: If people appear in your video, open with them on screen. And if it fits with your storyline, have them address your audience directly.

The reason: Faces attract immediate attention, heighten emotional motivation, and increase engagement

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