Resist The Straight Line Temptation

Marketing practitioners understand features and benefits, but we sometimes struggle with narrative momentum. We often connect campaign elements with "and" thinking, creating flat, predictable sequences that fail to engage audiences. Effective marketing stories require "but" and "therefore" connections. These words signal shifts, build tension, and drive audiences forward through your message.

"And" campaigns run like treadmills. Each touchpoint appears without building on the previous one. Customers see your email, and they see your social post, and they visit your website. No momentum builds. No story emerges. "But" and "therefore" campaigns cut against expectations. Your prospect believes one thing, but your case study reveals something different. They had this problem, so they needed your solution. You demonstrated value, but they still had concerns, therefore, you addressed those specific objections.

Consider how most product launches unfold. Companies announce features, list benefits, and share testimonials. Customers process this information without emotional investment. Now, reframe this with story momentum.

Your target market struggled with inefficiency, but traditional solutions created new problems. Therefore, you built something different. Early adopters were skeptical, but pilot results changed their perspective. Therefore, they became advocates who convinced their networks. This approach creates a serrated narrative line. Your campaign zigs when audiences expect it to zag. You acknowledge their doubts, therefore, you earn credibility. You validate their current approach, but you reveal its limitations. You show them success, therefore, they want to learn more.

Every campaign touchpoint should advance this momentum. Your awareness content establishes the problem, but reveals unexpected complexity, and prospects engage with your consideration content. Your case studies show success, but highlight specific implementation challenges, and prospects request consultations.

Resist the straight line temptation because the shortest path between attention and conversion is rarely direct. Build tension, resolve it, then create new tension. This keeps audiences moving through your funnel instead of wandering away.
Stories that cut against the grain create memorable brands and convert skeptical prospects into committed customers.