The Power of Storytelling
Your customers are social creatures. Stories are an effective way to transmit important information and values from one individual or community to the next. Stories that are personal and emotionally compelling engage more of the brain and are better remembered. A tale that incorporates both data and emotions is significantly more effective at engaging a listener than data alone. Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”