Let's watch two videos below first and see which you can remember the most!
So, which you can remember the most? I believe you would pick the first one (a deaf and mute girl who learns to play the violin against all odds). But why?
Here is why:
You can have a lot of facts and still fail to sell to your customers. The problem is not the fact, but it is the emotional impact of that information. As Seth Godin says about emotional connection.
Accordingly to Martin Lindstrom, 80% people buy products or services because of emotions. Currently, emotion is a powerful driver of consumer behaviour.
We buy big cars because they make us feel confident. We buy big branded products because they make us feel different. The Pantene commercial (the girl plays violin) has great emotion connection with us.
And without emotion, we are not able to remember a lot of things. Amygdala (please refer to the image below) is part of our brain that in charge of all kinds of emotions. Fear, happy, sad, etc. Without amygdale, we can't remember something for long time. Ask yourself, what are the things that you remember the most? Happy moments with your loved ones, fight with your friends, win lottery or scolded by your boss? Those are emotional memories. Storytelling is the best strategy in order to connect an idea with an emotion.
As Robert McKee says, the best way to unite an idea with an emotion is by using storytelling.
The reason why our brains love stories is stories engage all parts of the brain, according to Dr. Daniel Siegel, a neuropsychiatrist. Stories engage both left and right hemispheres. The right side is the site of autobiographic memory, symbolic, intuitive and imaginative truth links with the left hemisphere which is the site of logic, facts, words and language and math and science. This linkage, in turn, promotes more sophisticated and complex brain functioning.
The conclusion is, if you are marketers, regardless online or offline, you need to create something very emotional by using storytelling to make sure people remember your products or services.
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