Which marketing approach is more appealing to you ?
“Cold, hard facts about a product’s nutritional value and a long list of indecipherable and obscure ingredients.”
compelling story about one company’s mission to bring the sweet tang of blueberries and the comforting warmth of a bowl of oatmeal to kitchen tables throughout the entire world”?
Although both may be true of a particular brand, it’s pretty clear that the second option is more interesting.
But why? Because the story appeals to personal emotions and engages sensory triggers, and this is what we, as humans and consumers, desire most in the way that we gather information.
Storytelling is What Sets Your Brand Apart from the Competition
Don’t just take our word for it. Numerous studies have proven time and again that our brains are hardwired to prefer storytelling in marketing over raw data. This is because evolution has wired our brains for storytelling.
When reading straight data, only the language parts of the brain light up to decipher the meaning. When a story is read, on the other hand, the language parts of the brain are joined by any other part of the brain that would be activated if the reader were actually experiencing the story themselves.
In other words, it’s easier for us to recall stories than facts because our brains don’t make much of a distinction between an experience we’re reading about and an experience that’s actually happening to us.