As humans, we are drawn to stories. From the earliest forms of communication, we have used storytelling as a way to transmit information, express our values, and connect with others.
In fact, the ability to tell a good story is often seen as a key leadership trait, as it helps to inspire and engage others.
But in today's world, it seems that facts and figures are often given more weight than stories. We live in an age of "fake news" and misinformation, where it can be difficult to separate the truth from the lies.
As a result, many people have become cynical and skeptical, and it can be tough to get them to listen to what you have to say.
So why do facts often fall flat, while stories stick with us?
According to a study published in the journal "Psychological Science," stories are more memorable than facts because they are presented in a way that is engaging and emotional.
The researchers found that when people heard a story, they were more likely to remember the information compared to when they were presented with facts and figures alone.
Another reason why stories are more effective than facts is that they are more relatable. When we hear a story, we are able to put ourselves in the shoes of the characters and understand their motivations and feelings.
This makes the story more meaningful and impactful for us. In contrast, facts and figures can be hard to relate to and may not resonate with us on a personal level.
But perhaps the most important reason why facts don't sell is that they don't connect with people on an emotional level.
According to an article in the "Harvard Business Review," people are driven by their emotions, and they are more likely to take action if they feel a strong emotional connection to the message. Facts, on the other hand, are often presented in a cold and objective manner, and may not evoke any emotional response.
So, if you want to persuade others and get your message across, it's important to remember that facts alone won't cut it. You need to tell a compelling story that connects with your audience on an emotional level and resonates with them.
To sum up the 3 steps to help you craft a story that will sell:
Make it memorable: When you present information through a story, it is more likely to be retained because it is engaging and emotional.
Make it relatable: When you include characters and motivations in your story, it becomes more meaningful and impactful for your audience.
Make it emotional: As mentioned earlier, people are driven by their emotions, and are more likely to take action if they feel a strong emotional connection to the message. A story that evokes an emotional response will be more persuasive than just presenting facts and figures.
In conclusion, if you want to persuade others and get your message across, it's important to remember that facts alone won't cut it. You need to tell a compelling story that connects with your audience on an emotional level and resonates with them.
By following these three simple steps, you can craft a story that will help you persuade and engage your audience in a more powerful way.
So next time you have a message you want to convey, don't just rely on facts and figures. Instead, take the time to craft a compelling story that will help you connect with your audience on an emotional level. Your audience deserves it.
As the famous saying goes, "facts tell, but stories sell."
If you're looking for more personalized guidance on how to improve your brand storytelling or start with storytelling marketing, we'd love to help.
Just reach out to us to schedule a call, and we can discuss how we can help you craft compelling stories that will help you engage and persuade your audience.
"Psychological Science" journal, "The Role of Emotion in True and False Memories," Elizabeth F. Loftus and David G. Payne (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2965756/)
"Harvard Business Review," "The New Science of Customer Emotions," Karen Huang and John A. Bargh (https://hbr.org/2012/02/the-new-science-of-customer-emotions)