The Power of Imagery, The Power of Stories

So you fancy a bottle of wine. With no particular wine in mind and not knowing much about wine you wander up and down the wine isle at your local supermarket looking for a nice wine. One or two nice looking ones catch your eye.

How ridiculous is that! The wine doesn’t look nice it’s the bottle and label, both of which you’re going to throw away.

So you’re not stupid, you’re going to read the label on the back of the bottle…

Isla Negra is a seaside village, famous for the artists and writers who come to be inspired by the ocean and the mystical landscape.

That sounds nice but what does it have to do with the wine?

Okay so we’ve picked our wine on the basis of some random unrelated information, how about a bit of cake?

Clach Mhic Leòid (Macleod Stone) located in the remote village of Horgabost, stands alone at the edge of the Atlantic Ocean. Clach Mhic Leòid, is steeped in clan history which can be traced back to the 13th century, when the Isle of Lewis and Harris was home to the Clan Macleod. Although this standing stone dates back to prehistoric man, it has come to symbolise the significance of Scottish clan heritage throughout the Outer Hebrides.

So all that sound very nice, sure to be a nice cake… and that’s because?!

These are extracts from the packaging of real products: Isla Negra white wine and a Stag Bakeries cake, both of which were quite nice by the way. Oh, the work and expense I put into researching subject to share with my readers…

The common thing both these labels share is that they tell a story, and paint a picture of a place that you the consumer might want to enjoy. They allow you to visualise yourself in that place enjoying their product. They’re selling an emotion and we buy on emotion. You can’t be there but you can buy their product and enjoy at least a part of the story that they have provided (well at least for as long as it take you to put it in your basket).

Stories are incredibly strong; we have been using them since man could first speak. Before writing they were used to pass information from one generation to the next.

Are you telling a story with your sales literature? Are you inviting the prospect to enjoy what you have to offer? If not, you may well be missing out.