Storytelling is a very popular subject in the world of web marketing. In the era of mass marketing, decision makers have understood that without the implementation of a communication strategy based on the basic principles of storytelling, they will not achieve their ends despite all the means deployed …
Your product may have an obvious level of added value, if you do not put up a story to promote your product, it will be difficult for you to market it.
Selling is also an art of storytelling.
Some companies have even made it their slogan in the past. Take Sony, for example, with the slogan “make.believe”, the aim of which was to highlight the brand’s innovative capacity.
But if many articles these days deal with storytelling, so vital to brands, few articles in England tackle the subject of the techniques used to develop a story, that is to say the subject of neuromarketing.
However, this is a subject that deserves very close attention. In the digital domain, for example, many renowned international webmarketing specialists regularly write articles on neuromarketing: Neil Patel, Jeff Bullas, Sam Hurley, etc.
But let’s already start by defining storytelling.
When you do storytelling, you select a few points, very few in number, and you connect them together to form a fresco whose main characteristic is that it resembles and brings you together.
If you chose other points, you would get a completely different fresco.
Why does storytelling work?
First of all, the average attention of human beings has drastically decreased in the space of a few years. According to a Microsoft study, it has even gone from 15 seconds to less than 8 seconds since the year 2000.
This means that people today are half as attentive – and by extension much less attentive – than they were 18 years ago.
8 seconds, for example, the average attention observed in goldfish.
In 8 seconds, you barely have time to present a thesis. And there is no room either for an antithesis or for a synthesis.
This explains the proliferation of shock messages that constantly participate in media noise. The senders of these messages are simply trying to have an impact. The winning slogan is the one that manages to stay in people’s minds: “Lapeyre, there are no two of them”, “Carglass repairs, Carglass replaces”, “What is the use of Ducros getting rid of”, etc.
Also, remember that this is an average: this means that hundreds of millions of people around the world are well below this average. In some individuals, fortunately few in number, this manifests itself in behaviors directly derived from the Neolithic. Also, in many cases, it all depends on who launched the nonosse first.
But why does storytelling work so well, even among caring people who are not lacking in intelligence?
First of all, in our civilizations, people spend the first years of their lives believing as hard as a nonsense that everyone around them imposes on them, namely Santa Claus. Suffice to say that this has an irreversible impact on their ability thereafter to believe just about anything and anything.
In addition, individuals are today much more exposed than before to an impressive mass of information: magazines, radios, podcasts, news channels, websites, emails, social networks, phones have multiplied the amount of information that an individual has to register.
The question of timing has therefore become a decisive element in the implementation of a communication strategy. The more the less a subject is close to their heart, the less time people will devote to it, for lack of time – and will therefore have to start on the basis of a completely superficial analysis.
Nowadays, storytelling rules the world. A new element has even increased: fake news. Fake news works because the most important thing is not the truth, it is what people believe – or want to believe.
Hillary Clinton and her team must have seen this when they saw that their opponent had successfully campaigned not on the principle of truth, but on what millions of people wanted to hear – and believe. A bit like when you believe in a religion. Her adversary used, among other things, a famous cognitive bias, acting mainly on the emotions (rather than reason) of voters, which pushed tens of millions of people to vote for him rather than for her.
Now let’s get to the heart of storytelling.
To build a story, humans rely on neuromarketing techniques. Wikipedia defines neuromarketing as follows: “Neuromarketing is the application of cognitive neuroscience to marketing and communication. The goal of this emerging discipline is to better understand consumer behavior by identifying the brain mechanisms involved in a purchase or when faced with an advertisement. ”
It is the use of cognitive biases that allows us to design a story that works.
Also according to Wikipedia, “cognitive bias is a mechanism of thought, which causes a deviation in judgment. The term angle refers to a systematic deviation of logical and rational thought from reality. Cognitive biases lead the subject to accord different importance to facts of the same nature and can be identified when paradoxes appear in reasoning. From the point of view of their fields, we can distinguish among others errors of perception, evaluation, logical interpretation. These cognitive biases are generally not aware of. Their characterization is important in both the legal and scientific fields since they are harmful in a logical process. Advertising often exploits cognitive biases to get its messages across (fallacious reasoning, forgetting the basic frequency, etc.). ”
The list of cognitive biases that can influence people’s judgment is almost limitless. Prejudices, stereotypes, commonplaces, rules of three fallacious and other abusive extrapolations are the source of multiple errors of reasoning.
It will be understood that the mastery of cognitive biases can be very useful for hypocritical, malicious and bad faith people.
Conversely, they can help a brand to make people understand the merits of a particular product.
Mastered, these cognitive biases allow us to understand how people manage to conceive a story. Thanks to these biases, they create a meaning that sometimes has no meaning. Watch out here for people who spend their time saying, “It makes sense.” They are very often fabricators. This is also generally how we detect them.
To illustrate my point, here is a list of impressive cognitive biases due to their ability to influence the judgment of others:
Depending on their interest (career, promotion, inheritance issues, etc.), people will go in one direction rather than another. For example, if you are wondering why people wrote what they wrote, just tell yourself that they were paid to write what they wrote – or for what they were asked to write. And that they were paid.
The so-called techniques bandwagon
Human beings tend to follow information cars already launched at full speed. Beliefs are trains that have trouble reversing. If you’re wondering how a train could have been so efficient, just ask yourself who built the locomotive.
Many people feel better when they think other people feel worse than they do. Conversely, these same people do not feel very good when you tell them that you are really fine. These are the people who, for example, will start by saying to you: “You have a small mine today, are you sure that everything is going well? “. Carla Bruni describes this type of individual wonderfully in her delicious song on the Penguins.
The imaginary fault
Penguins like to believe and make people believe that this is wrong with others. For this they invent flaws, from scratch. Their neuromarketing technique is to feed this flaw, which only exists in their heads. They end up making it a crevasse, the main characteristic of which is that it does not correspond to any reality, except a mental representation that lives only in their minds, but nowhere else.
In the show “Who Wants To Be A Millionaire?” “, The candidate who cannot answer a question has the possibility of asking the public’s opinion. When it issues its opinion just before asking the question to the public, the majority of the public will go in the same direction, even if it is a very educated public. Because of the bias in the question. This gives the following situation: “I think the answer is D, but I will still ask the public’s opinion.” The public then gives 85% the answer D. But the answer was A. Remember, that does not mean that 15% of people had the right answer. Because many, in the 15%, will have voted for B or C.
The anchor effect
Individuals generally use the first information received as an anchor. They use it to judge other information they receive later. They create a linear chain of information. But life is anything but linear.
The framing effect
People react differently to the messages given to them depending on how they are presented.
The gaze marker
Human beings are automatically attracted to the direction in which the gaze of others is directed, in a face-to-face conversation for example, and automatically follow the gaze of others, in the same direction. If they were not looking in that direction, well you would not be looking in that direction. Quite simply.
When a topic makes people laugh, people are much more likely to join it. Many people think that we can laugh at everything. But the point is, there are a lot of things that only make the jokes laugh – which makes us laugh, you and me. And it’s precisely when we laugh at their phony laughter that it will no longer make them laugh.
Many people are passionate about politics, without even understanding its inner workings. They create software that does not correspond to any principle of reality. They think, argue, act and make decisions solely on the basis of this political software. Software that only exists in their head.
In many disciplines, the results are completely different from one specialist to another. The field is very wide between those who demonstrate immense professionalism and those who claim an astounding right to incompetence, mainly for money matters. In this case, working with the best specialists will allow you to achieve the best results.
The principle of engagement
When people are publicly engaged, they tend to perceive their reasoning as consistent, even if they are completely inconsistent.
The bias of jealousy
Jealousy explains many irrational behaviors: denial of reality, negationism, racism, ostracism, segregation, facies judgment, etc. There are endless reasons why people get carried away with jealousy.
The Romans made it a discipline in its own right. They spent their time on the Place du forum, to argue, counter-argue, defeat arguments, reassemble arguments, prove everything and its opposite, try to impose their arguments, using techniques endlessly from Rhetoric.
Joy, hope, contentment, discontent, anger, doubt are feelings and resentments that people use to influence the judgment of others. It is a well-known mechanism by which emotions will dictate people’s opinions – instead of reason. Like a diktat. Some people deliberately make other people hysterical in order to influence the course of things.
If you do not master an area, you will rely on the judgment of a specialist. Some specialists go so far as to exploit people’s ignorance and ignorance in order to make a lot of money. In this case, the train of their reasoning only camouflages another train, of a financial nature, which you can only update when you ask to have their invoices and their accounts checked. This is a job that will have to be carried out by substantive judges of the financial brigade.
It’s a well-known cinematic technique. When you go to the movies, your brain goes to sleep. And what makes a great film successful is usually a very good, well-crafted script, which quickly takes over your brain.
The bond of subordination
In the workplace, most people do what they do because they follow the direction imposed by their leader, by allegiance, sometimes without thinking. When they understand what’s going on, they follow the directions, without saying anything.
People spend their time using adages to try to support their argument, even if the adages are false. Adages are very practical in that they allow people to believe that they can lay the foundations of their reasoning. The adages give the illusion of a demonstration – to those who broadcast them and to those who hear them. This is actually a demonstration, the main problem of which is that it contains an error in the statement. Sayings save people from having to present the right arguments. As a result, some people use adages excessively, out of intellectual laziness.
People feel reassured when they are part of a group. From a community. Many are those who allow themselves to be influenced with the hope of being able to join a group of individuals linked by the same values - or the same resentments. Hatred acts in certain groups of individuals as a glue that will bond their friendship. The arguments they present are therefore fallacious. The hatred that drives them – and that makes them friends – is very real.
Mastering all these cognitive biases will allow you to set up a communication strategy. It will also allow you to immediately detect fabricators who seek to manipulate benevolent human beings by deploying all these techniques.
Caring people are tricked by malicious people because they never use these neuromarketing techniques to deceive other people.
A question of values.
Many horrors of the history of humanity were carried out by using in mass all these cognitive biases, what admirably describes Philippe Breton in his book The Manipulated Word.
Cognitive bias is a thought mechanism that deviates from logical or rational thinking. It is a quick way to make judgments or make decisions without considering sound reasoning. These quick observations are often helpful, but are also the source of multiple irrational judgments.
Cognitive biases are also the livelihood of scammers.
Never use these cognitive biases to deceive people. Because otherwise the social boomerang effect will be a disaster for you: people will understand what you have done and they will simply deploy all the neuromarketing techniques that you have developed – but this time against you.
In no case should the use of neuromarketing techniques be used to market a poor quality product, because people will inevitably notice your deceitful methods.
There is no secret: your product must be impeccable.
Mastering cognitive biases will allow you to explain, in a benevolent way, the added value of the product you want to distribute.
Applied to web marketing, neuromarketing makes it possible to implement a whole series of actions to optimize the performance of a website: high conversion rates, number of visits, successful CTA buttons, effective web design, selection of the right colors, relevant formulations – and increased sales.
Nowadays, it is very easy to create a website. But given the impressive mass of websites in the world (there are currently more than 1.4 billion domain names), the mastery of neuromarketing, applied to webmarketing, will allow you to stand out.
To be successful, working with a web agency can make a difference. Or with experienced webmarketing specialists who are fully aware of the behavior of cyber-consumers.
Digital specialists will allow you to implement a whole series of web marketing actions to transform your digital ecosystem into economic success: social proof strategies, social selling techniques, marketing influence actions, optimization of your web design, increase in audience, optimization of click-through rates, conversion of leads into sales for e-commerce sites, etc.
Everything on a website can be arranged differently, in a web marketing approach, based on neuromarketing. Because each of the components of your digital platform can be linked to well-known cognitive biases: slogan, logo, word, epithet, formulation, title, typography, illustration, color, CTA button, tab, navigation mode, web design – and the style.