We now know that narrative transportation (when our prospective customers' brains are engaged in stories, we can get them to escape to realities that we have created) is important. But did you know that narrative transportation can be a double-edged sword?    Today’s research article suggests a more cautious approach of narrative transportation. Researchers studied how much or how little consumers were able to identify with characters in storytelling ads. The results of the study confirmed the hypothesis that storytelling ads do indeed create narrative transportation, but narrative transportation has a negative impact on character identification, unless the character is human. Narrative transportation is a double-edged sword. It’s a great tool if used properly, but if used poorly it has negative impacts.   What are the traits of human characters that will help to create a positive brand impact? Here’s how you can put in the work behind the scenes to figure this out:   Download the Brand Voice Template below. Define your prospects’ internal motivations and their external goals.  Turn motivation and goals into your identifiable character.    What To Look For In This Episode: [00:08:45] Why narrative transportation is a double edged sword. [00:09:10] Narrative transportation and its impact today. [00:17:00] Two questions to ask when creating your character.  [00:21:50] Without aligned goals between our character and our consumers, the story is pointless.  Journal Article: Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads https://www.sciencedirect.com/science/article/abs/pii/S0167811617300915   Laurence Dessart, Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads, International Journal of Research in Marketing, Volume 35, Issue 2, 2018, Pages 289-304, ISSN 0167-8116, https://doi.org/10.1016/j.ijresmar.2017.12.009. Resources: Brand Voice Template [brandvoicetemplate.com]   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