Some stories are sticky. They remain in our minds for years, sometimes decades. How can we create life science marketing messages that stick? The answer is to embed the message into a story with the right structure. In this issue, I’ll decode the secret to the structure that makes stories sticky.
The article made me realise how much more engaging stories become when tension is added, and I agree that the “And-But-Therefore” structure is a simple but effective way to make messages stick. Before reading this, I hadn’t thought about how just listing facts (“and, and, and”) isn’t enough to hold anyone’s attention