Our Brains Crave Storytelling in Marketing

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What grabs your attention more: a list full of ingredients like Coca-Cola, phosphoric acid and glycerin or a story about one company’s vision to make people happy by putting a Coca-Cola product within arm’s reach of every person on Earth?

This makes sense, especially considering recent findings of a Nielsen study that show consumers want a more personal connection in the way they gather information.

Numerous studies over the years have proven that our brains are far more engaged by storytelling than the cold, hard facts.

What this means is that it’s far easier for us to remember stories than the cold hard facts because our brains make little distinction between an experience we are reading about and one that is actually happening.

In addition to this, our brains are insanely greedy for stories. We spend about a third of our lives daydreaming—our minds are constantly looking for distractions—and the only time we stop flitting from daydream to daydream is when we have a good story in front of us.

Thanks to Rachel Gillette of Fast Company for her contributions.

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