All marketers know the power of storytelling, the art of telling stories (not lies) to the consumer. But do you know that you can scientifically prove its results?
Why does science help strengthen the impact of storytelling?
Knowing how to tell stories is above all about bringing emotions to the recipient. After a scientific study, Psychology Today underlines in four points the role of the emotions in the behavior and the choices of the consumers.
- Consumers use their emotions linked to a customer experience to evaluate a brand rather than factual information such as product characteristics;
- The emotion aroused by an advertisement is far more important than the content of the latter in the intention of purchase of the consumer;
- Brand sympathy capital is the most effective measure of whether an advertisement will increase brand sales;
- The positive emotions generated by a brand have a great influence on consumer loyalty.
Plus, it has been proven that by hearing a story, the way our brains work literally changes.
When people hear neutral words like “key”, “car” or “paper”, it activates the Broca and Wernicke areas of their brains whose names refer to the two scientists who respectively located the areas of the brain associated with language and language. comprehension.
On the other hand, when hearing a story, it is the language processing areas of the brain that are activated in association with other sensory areas. For example, if you hear the word “perfume” or “coffee”, you will activate the olfactory cortex which will translate the message to your brain by associating it with a smell and therefore with a particular emotion.
How to use these elements in marketing?
Research shows that our brains are not wired to understand logic or to keep evidence for very long. It is wired to retain stories. For example, some people associate music with a specific experience they had. It will be impossible for them to dissociate this memory from these few notes when they hear it later.
Succeeding in creating this feeling of memory at the mention of a word, an odor or a look is a very difficult mission for a marketing pro. And yet, this is its mission. Here are five tips that can help you build your story and make an impression on your customers:
1. Know your customers
You need to talk to your customers, ask them why they chose you, find out how they got to you, and what keeps them from buying elsewhere. You also need to know what questions they ask your salespeople or your standards. All this information will be the keys to your marketing of tomorrow.
2. Adapt to their responses
Thanks to their answers, you will be able to identify the feelings they associate with your brand. You can then work in this direction in order to constantly awaken in them the emotions that they will associate with your brand.
3. Be as authentic as possible
Telling a story is, above all, telling the truth. Bring your customers into the privacy of your business, let them discover your history, your employees, your philosophy and your culture. Do not hesitate to go into detail by giving names or highlighting positive results. The more human your story, the more your audience will react and the more you can encourage them to share.
4. Adapt to the context
It is essential to adapt the way of telling your story to the different media that you have chosen. You can’t talk the same way on TV, on social media, or on a bulletin board. Remember: content is king, context is god.
5. Be credible
Don’t delete all the facts or figures from your story. By integrating data with your story in an intelligent way, you will reach your audience both emotionally and intellectually.
So if in your next campaign you continue to use neutral words and phrases without telling a story, you will no longer be surprised that your message is quickly forgotten by your target. Start stimulating the spirits, try to impress your brand on a particular emotion, try to solve a problem that your consumers meet and you will become indispensable to them.