07 Aug The Power of Reactive Narrative™
Yep, this is, technically, the beating heart of creative. We call it Reactive Narrative, a doctrine for word treatment we’ve defined and follow.
Words, images and colors combine to ignite the opening stride of the buying experience. The visuals and palette speak to something cognitive, emotional even – but the creative is only as powerful as the words it carries. And those words must do more than inform. They must touch the very soul of the reader – in our case – the future buyer of our clients’ products.
When words truly connect, they do more than grab attention – they cause reaction. There’s psychology at play. If the message clicks, if it feels real, if it unveils something the audience hadn’t realized before, we’ve done more than communicate. We’ve resonated.
More Than Just Messaging
Narrative isn’t a single headline or call-to-action. It’s not a subject line or body copy. It’s the everything thread – the underlying pulse that flows through every written touchpoint in marketing. It’s the unseen hand guiding people toward a product or service that helps them.
It’s not “brand voice.” This is miles deeper. “Brand voice” is a common thing brand managers come up with, like, “we need to always sound like this: optimistic. Or stately. Or bold.” But this boxes a company into a corner as if there is only one main buyer persona they’ve IDed, and they are all basically the same. They are not. That is the old playbook. Reactive Narrative can still carry a common voice, just like we humans have our own “way” about how we each speak. But brand voice is a separate topic from the words that voice carries.
This is marketing. Our clients sell things that matter. We’re proud to “speak” on their behalf, which we technically are. Words on a page, in an ad or in a post – they are in fact a conversation we are actively having with your potential customers. Years of experience across ad agencies and startups taught us one foundational truth: the words must be right. Not just clever. Not just clean. Right.
Understanding Buyers, Not Just Audiences
That starts with understanding the buyer, but not in a surface-level, demographic-deck way. We go deeper. We touch the bottom. We immerse ourselves in their day-to-day world: how they think, what they fear, what they want most. We figure out how the product intersects with their life in a meaningful way – and we shape messaging around that.
And there is never just one persona or buyer type. There are many, each with many variants that few ever even consider. We do. And we use different words for each one.
Most companies believe they sell to “radiologists” or “admins” or “physicians.” They’re not wrong. But those categories contain multitudes. Some buyers are traditionalists. Some live on dark social. Some want data. Some want story. Knowing the surface-level buyer is step one. But understanding the subtypes within that group – that’s where we come in.
Then we find where those people exist online. And that changes fast. The platforms and channels that worked in 2020 are already outdated. Attention has shifted. Behaviors have shifted. We track where that attention flows.
But once we know who they are and where they are – we reach the final, critical step:
What do we say to them? Because after all that toil, if the words miss…it all falls apart.
This is the power of Reactive Narrative™. As the name implies, it’s messaging designed to provoke reaction – not just any reaction, but the one that drives movement toward your brand both quickly, or as needed, over time. It’s not just smart copywriting. It’s weaponized empathy, precise psychology, and tuned emotion.
This Heart Still Beats
While we’re huge fans of LLM models and ChatGPT – they don’t have a soul and simply cannot manage tasks where emotion matters. Give it a try yourself! Ask your fave AI model for something that touches the heartstrings. You’ll find it creates brilliant-sounding words, yet which are emotionally dissonant and constant in tone, with no rise or fall in crescendo. It’s like someone who is trying way too hard to sound or be a certain way, but just can’t convey it via “the feel”, and instead uses words to try to simulate the feel.
Humans instantly know the difference (uh, because we have a soul and all that).
This creates an interesting crossroads, as the market will soon be flooded with brand content and copy that people ask AI to write. It sounds better than what they could do, so they run with it after a single prompt. We’re seeing it already. But humans can still tell. You might not spot it in one place. Or the second. But increasingly, the entire worldly landscape is taking on the “brand voice” of ChatGPT – then, you start to notice. Even before AI, the insane “sea-of-sameness” was profound. And now that world is taking steroids.
So who will stand out? As it has always been, the content and copy that can still actually touch the soul will win.
Don’t get this wrong – LLM is the future and helps in profound ways. Term papers, documentation – all good. Just don’t trust it to write a love letter or you’ll be labeled as emotionally vacuous, common, and that wedding ain’t happening.
Words With Deeper Purpose
In the words we write and influence we seek to achieve, sometimes the effect is subtle. Sometimes it’s bold. But there’s always a deep thread of purpose beneath the words – an invisible charge that moves people like their favorite song. Ask them why it worked and they might not even know. But we do. It’s because we saw them. We understood them. And we crafted language that actually sang to them.
This is Reactive Narrative, and it exists within the collection of every word SRGP writes for every client.
And it’s the reason our clients have won over the last decade, and why they’ll remain in the elite class that will win tomorrow, too.
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This article was written entirely by Dan, a human, and not AI. AI was however used to proofread for errors, doublecheck grammar, assure verb/tense consistency, and avoid repetition…because humans ain’t got time for all that nonsense.
