October 21, 2019
Here’s a question for folks who tend to use the right-side of their brain more than the left side. What grabs your attention quicker: a project spreadsheet containing a mass amount of data or an engaging story with images that explains why the project was created and how it affects the end user? The answer is the story, right?
Several studies have shown that the human brain is far more receptive to storytelling than numbers, facts, and figures. Research also shows that most humans spend about a third of each day seeking mental distractions from their daily job or routine. During that down time, they prefer to watch or listen to a good story in order to give their brain a rest. From a marketing aspect this “brain break” becomes an ideal opportunity for marketers to engage a conversation in the form of a story with a potential customer.
Many of the major brands take full advantage of the brain break by sharing engaging content designed to appeal directly to a target audience. They understand that when people simply read data, only the left-side of the brain is able to decode the meaning of the language. But when we read or view a story, not only does the language portion of our brain light up, but all other parts of the brain become activated and fully engaged.
What this means is that it’s far easier for us “right-siders” to recall appealing content than reviewing facts and figures. Data is still important, but it is not enough to fully engage the attention of your audience because it lacks emotion and human touch.
Storytelling arguably persuades far more effectively than any other form of communication because let’s face it, we are all storytellers by nature.
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