A brief but pertinent note on storytelling
Storytelling works because your audience’s brain is biologically programmed for it. While bullet points speak to the logical "New Brain," stories target the emotional brain. The latter is the fast, unconscious decision-maker responsible for 95% of consumer choices.
The brands that audiences return to, do not just sell well. They resonate.
Neuromarketing research increasingly suggests that most purchasing decisions are emotional and subconscious before the rational mind has even entered the conversation; our job is to create a felt sense of ‘they get me’ rather than just ‘hey, we sell this.’ Instead of using typical ‘buy now’ sales techniques, the brands that win feel instinctively familiar, trustworthy and emotionally relevant; thus, building sustainable repeat business.