PageView
(Storytelling)

Why Conflict Is Essential – In Advertising and Life

Why does a story without conflict offer nothing to learn from in marketing and advertising?

Jeff Sexton
Jeff Sexton
November 7, 2023
Why Conflict Is Essential – In Advertising and Life

If you’re like me, you’d prefer that things just run smoothly.

That everything would just work the way it’s supposed to.

Perfectly understandable — at least for me.

But this begs the question: if that’s what we want from life, then why do we hunger for conflict in our entertainment?

Why, in short, do we demand DRAMA?

For instance, take the perfect game.

Whether it’s Football, Baseball, Soccer, Hockey, or whatever weird sport you prefer, we don’t really want a one-sided massacre from a match-up we go to see.

That’s not entertaining.

So no matter how much we imagine the joy of gloating about the 70-to-nothing beatdown our team gave their team, it’s not a game we’d actually watch.

In fact, it would be a game we’d leave at half-time. Or the second period or the 5th inning or whatever.

What we want — what would actually keep us in our seats, cheering, chanting, and praying our little hearts out — would be a game with plenty of reversals, last-minute reprieves, and a nail-biting, nick-of-time victory.

In short, we won’t stand for a walk-over. We need a conflict. A hard-won battle.

And it is the same with novels, movies, short stories, and TV shows. We need — in fact, we demand — conflict, tension, and drama.

So what does this have to do with advertising?

Everything.

Your ads’ audience simply won’t believe a story without conflict — without some amount of sacrifice, loss, reversals, or lessons learned.

But most advertisers want nothing to do with that in ads they’re paying to put in front of customers.

They want the highlight real. The walkover. The no-brainer, “choose me, ‘cause it’s obvious” storyline.

You say you’ve got the best quality and the lowest prices and you always deliver perfect service? And you’ve been number one in your industry from day one with a perfect 5-star review score? Mirabile dictu!

Yeah… not buying it. No one’s buying it.

What they will “buy” is the idea that you had a painful lesson to learn in your past that put you on the path you’re on today.

They will believe that the person who once mattered most in your life set you on a mission that, despite the difficulties involved, you’ve been on ever since.

They’ll believe that your whole worldview (or professional understanding) got flipped upside down, ass-over-tea-kettle — and now you’re a forever changed business owner.

In short, they’ll believe conflict.

Better yet, they’ll believe you can help them with the conflict they’re experiencing.

Why?

Because a story without conflict offers nothing to learn from. Nothing to profit from.

Story is nothing less than a flight simulator for life, after all.

And life is never without conflict.

So what all of us want is a way to navigate that conflict to victory — however hard fought or narrowly won.

That’s what story is supposed to give us.

And if you think about it for half a second, your business exists to help people with a conflict of sorts in their own lives.

The reason customers come to you is precisely because things aren’t going as smoothly as they’d like.

Or because they foresee a future where there are significant bumps ahead.

They either have or anticipate having conflict and want help.

Whether it’s the conflicting need to get an eye-popping engagement ring without breaking the bank, or to fix a must-have central AC unit without getting taken for a ride, or to figure out how to deal with a parent’s failing health, there’s some part of your business that’s inherently dramatic in nature.

And no one wants help winning a gunfight from a guy who’s never been in one — or learned the hard lessons of how to win one.

Make sense? So what’s in your advertising? Are you telling the hard stories where conflict taught you a valuable lesson and shaped who you are today?

Or are you pitching conflict-free propaganda that no one believes and most people tune out of before half-time?

If it’s the latter, and you’d like to get help transforming your branding from an ad guy who’s learned lots of hard-fought victories

If you’re interested in learning more about the best means for marketing your specific business, you can book a discovery call here.

(Advertising Tips)
(Strong Brand)
(Strategic Thinking)
(Marketing Psychology)
(Advertising Methods)
Jeff Sexton
Jeff Sexton

Businesses either sell $5 haircuts, or fix $5 haircuts. I’m your guy if your company fixes $5 haircuts. Working together, we'll de-commodify your business, make pricing pressure a thing of the past, and grab the lion’s share of customers willing to pay a premium for your service or product.

Share this:
Previous
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

What Do The Wizard of Ads® Actually Do?

Maximize Your Marketing Impact with Strategic Alignment. 

Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

What can I expect working with The Wizard of Ads®?

Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

What Does A Brand-Foward Strategy Do?

The Power of Strategic Marketing Investments

Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

Ready to transform your world?

(do it - you
deserve this)