“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”
"Logic will get you from A to B. Imagination will take you everywhere."
Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need.
Tyler Durden, Fight Club
"Failure is so much more interesting than success because you learn from it"
Inventor and entrepreneur James Dyson, quoted in the Observer
"I’ve learnt that people will forget what you’ve said, people will forget what you did, but people will never forget how you made them feel."
In modern marketing, stories are often underrated. In modern marketing, stories are often underrated. The temptation is to talk about features and benefits. Bullet point lists give a quick overview, but don’t actually engage your customer, and often repeat functions the customer already expects. Faster, smaller cheaper are a given. There is another way, which will make you harder to compete with...
You and I probably consider ourselves logical people who are not often swayed by our emotions when we're buying something. Yet the research shows that emotions drive much of what we do. Our senses are constantly feeding information to our brain and we react to these inputs. We make between 2,000 and 10,000 decisions each day, mostly engaging our 'fast brain' by using learned short cuts. You need to understand how your customers make decisions.
We are more self-referential than we realise. Stories are something we can either relate to or feel remote from. We can evaluate them because we started to learn to judge them from a very young age. We can tell a story about ourselves, and we listen to stories from others.
Consider Amazon or Trip Advisor. What do they have in common? They are websites full of stories of satisfied or disgruntled consumers. They want to tell you why you should or shouldn’t buy the service or product. They’re full of…you guessed it…emotion, and they are hugely successful.
Telling a good story can make the difference between success and failure. That’s why things now go viral. Recommendations that influence behaviour. Good stories are made up of myths, tales and recipes.
Everyone has a story to tell, even if you don't realise it, and there's nothing like a video to present a story to your customer. For more information on stories and why video storytelling works click here
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