7 reasons why emotions convince more than facts
Did you know that a story could activate up to 7 different zones in our brain where facts only use two?
As the brain is more engaged into listening to a story, it will also remember it better than simple facts.
Storytelling is that powerful. But there’s more… here are 7 reasons why you would want to use the emotion triggering power of storytelling for your business.
“Stories constitute the single most powerful weapon in a leader’s arsenal.”
Dr. Howard Gardner
REASON #1 — Researchers have proven that buyers makes decisions based on their emotions rather than rational facts. They use facts to justify their decision afterwards.
REASON #2 — One of the most basic need of human beings is the feeling of belonging. In this ultra connected world, deep connections become a precious thing. Aim to touch the heart rather than the head.
REASON #3 — People are naturally suspicious and they know you try to sell them something. You need to earn their trust before you even try to sell anything or you’ll get rejected right away. The best way to accomplish that is to create a meaningful bond.
REASON #4 — Human brain responds better to images and stories. Especially the ones picturing other humans. It helps them relate and identify themselves. It’s called empathy.
Immerse your audience in their emotions through stories
“People don’t buy what you do, they buy why you do it.”
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REASON #5 — Buyers crave for value. Value is a subjective perception, influenced by many factors including emotions. While a price is just a fact.
REASON #6 — Fear is one of the most powerful emotions. And it has been proven than people are afraid of loss. It’s called loss aversion. It means that they will be more committed to flee loss than to seek gain.
REASON #7 — We humans are herd animals. If people see others like you, they will be more eager to like you too. It goes the same when it comes to trust you or purchase from you.
Now, how do you trigger emotions better than with a story? In a future post, I’ll tell you the different types of stories you can use in different situations.
In the meantime, two things:
- The starting point to trigger the right emotions is to know your audience. It’s one of the chapter in my online course “4 steps te get your irresistible signature story“.
- I’d love to know how you currently do provoke emotions in your relationship with your (potential or not) customers. Leave a comment below, I’d love to open a discussion about this topic.