Storytime : Build Relationships, Engage With Customers, Create More Sales
StoryTelling skills are important for C-level execs, to the Sales force, to everyone in the business...why? Because research shows that likeability is one of the main drivers behind consumer purchase decisions. While there are many ways to make yourself likeable, a good story about yourself or your brand is one of the most distinctive and memorable methods. As the quote from Philip Pullman points out, people crave stories. And, the likeability created by a good story has a bigger influence on the customer than any other factor. Studies show that it does this by a factor of 3 to 1 for television commercials and 2 to 1 for ads.Stories engage a number of parts of the brain. In addition to areas dealing with language and logic, they also activate areas related to sensory stimuli. A study by the Emory Institute in Atlanta in which participants read the novel Pompeii and then had MRI scans found that the novel's story led to increased activity in the left temporal cortex, which is one area highly associated with language. It also found that just thinking about an action triggers the same areas that performing the action does. Gregory Berns, the lead author of the study, said, "The neural changes that we found associated with physical sensation and movement systems suggest that reading a novel can transport you into the body of the protagonist."Compare this to what the brain does when it takes in facts and data. When looking at data, the language areas of the brain light up, but not the emotional and sensory areas. These are triggered only by stories. This means that your story engages your audience in ways data can't. In addition to thinking, they're feeling and actually experiencing the story.People forget statistics and facts, but they don't forget a good story. This is especially true if your story conveys a message related to things your audience cares about deeply. According to Jennifer Aaker, Professor of Marketing at Stanford Graduate School of Business, "Stories are 22 times more memorable than facts alone." Further, she says, "Studies show that we are wired to remember stories much more than data, facts, and figures. However, when data and story are used together, audiences are moved both emotionally and intellectually."
- Paperback | 46 pages
- 152.4 x 228.6 x 2.79mm | 117.93g
- 01 Jan 2015
- Createspace Independent Pub