This TD Waterhouse commercial is a powerful example of storytelling as marketing. It picks you up and carries you along. Give it a watch, you might get that teary thing going in your eye.
Doesn’t this make a bigger and better impact than some advertisement about rates or benefits or service? Those ‘we are better’ claims DON’T WORK ANYMORE. Engaging, emotional stories with a payoff for the viewer is what does work.
As small business owners and entrepreneurs we have beautiful stories to tell, meaningful stories to tell. We may do it differently – and with a smaller budget – but ultimately we can do what TD Waterhouse did so well here; tell a story. In this case, the story they told about themselves is “We Care. You Matter” they also told us a series of people stories – the guy who loves baseball, the woman who gets to take her kids to Disneyland, the grandmother who is going to Trinidad to visit her daughter.
Stories, told well, inspire, educate, entertain and grab us by the heart – leaving us better off than we were before they were told.
Let’s go do some of that today!
Share your successes, tell us your stories!
– Mike Wolpert
