Ever since reading This is Marketing by Seth Godin, I’ve been thinking a lot about the similarities between marketing and dramatic storytelling.
There’s a flatness to a lot of marketing. It doesn’t move anyone. It looks like marketing (or advertising), but it’s not really marketing. It’s not engaging. It fails to create tension.
(I’m distinguishing here between advertising, which is one form of delivering a marketing message and marketing, which is more akin to persuasion and not necessarily commercial in nature)
Stories can be this way too. Have you ever read a screenplay that just. feels. so. hard. to. get. through? It’s not just “I’m not enjoying this”, it’s “my brain does not want to keep reading and I don’t know why it’s so hard to just keep reading.”
If there’s no tension, then you don’t want to know what happens next. A story without tension, without forward motion, is worse than nothing at all. I’d rather stare up at the sky and watch the clouds pass by than sit through a movie with a story that I don’t care about.
Anyway, it feels like there is something important here, that stories and marketing both rely on the same mechanism to capture attention or to propel action.
Tension moves a story forward. It makes us want to turn the page. It makes us interested in the product or an idea, it makes us want to purchase something or learn more about a political candidate or change our mind about something.
And it feels like discovering a secret, because once I saw it, I could see something that had been hidden all along.
Marketers get caught up in tactics, without thinking about how to move people. Dramatic writers (i.e. screenwriters and playwrights) create series of events that may be connected, but have no propulsion. No reason to care, no reason to want to know what happens next.
So they look like a screenplay but they’re empty in a way. Just because there’s a series of scenes doesn’t mean there’s drama. Just because an ad is displayed on Facebook doesn’t mean it’s marketing.
But we don’t talk about how to create tension. Sometimes we talk about structure or acts, but rarely about “how do you keep someone interested?” (more on this later).
Tension is value-neutral, an essential component of these practices. It can be used to sell harmful products and it can be used to keep you watching an empty TV show.
We’ve all made a purchase we regretted or finished a TV show or movie or book and felt empty at the end, propelled by tension to an unsatisfying or cheap ending.