How can you use your brand story to take clients from where they are to where you want them to be? Today’s episode touches on the three elements of a brand story that studies have identified as responsible for improving brand perception.    In a study by Ryu et al., researchers identified the elements in a brand story which are responsible for:  increasing narrative transportation improving brand perception facilitating the relationship between the above two points  They found plot, historical connections, and first person narrative to be the key elements that enhanced perceived brand image. Participants let their guard down when they were invited into brand stories rather than when they were left wondering about details.   Plot, history, and first person. We know they’re the three elements we need to include in our copywriting to lead our clients to “get lost” in our story. It helps us build our brand and shape our clients’ perception of our brand. By figuring things out, our readers and potential clients don’t need to do the heavy lifting, they can focus on getting lost in the story.    Listen to the full episode to find out how you can get your clients lost in your story.   What To Look For In This Episode: [00:11:28] Researchers found that narrative transportation does indeed massively enhance perceived brand image. [00:17:19] We’re not writing a novel, we have 30-90 seconds to invite clients into our story. [00:19:00] Remember, we’re trying to shrink the distance between where our prospects are and where we are.  [00:19:45] Here’s the brand story that convinced me to buy a pair of $300 custom-made jeans!   Journal Article: Effect Of A Brand Story Structure on Narrative Transportation and Perceived Brand Image of Luxury Hotels http://qrjournal.com/articles/25.pdf   Ryu, K., Lehto, X., Gordon, S., & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management. 71, 348-363. Resources: Hiut Denim Co. https://hiutdenim.co.uk/ Brand Voice Template [geoffkullman.com/brandvoice]   Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.   Connect with Geoff: Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com  Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word! *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at https://emeraldcitypro.com