The simple drug store sign, "Theater Box Candy" makes the emotional tie that most social media ads do not.

The true power in advertising lies in making emotional ties. It’s always been a goal to connect a product or service to a viewers emotions, so why are so many social media marketers just filling space? In the image above, a simple drug store point-of-purchase sign makes an emotional tie. They’re not selling candy, they’re selling your memory of sitting in a dark theater with your own box of candy. It’s a powerful technique and one that should be thought about when telling your product’s story. With limited time, and likely a more complex product than candy, the only way to tell that story is to fill in the gaps with what the reader already knows or feels. When placing ads in social media it’s not enough to copy and paste from your current broadcast, print or direct campaign, be thoughtful with every opportunity to connect.