“The one thing that you have that nobody else has is you. Your voice, your mind, your story, your vision. So write and draw and build and play and dance and live as only you can.”
— Neil Gaiman
Your voice matters.
It really does.
Your story explains who you are in a compelling manner that invites others to join your tribe, to want to be a part of what you are doing, and of course, to buy your products.
Great marketers have a keen understanding of this concept.
And it’s based on biology, not psychology.
Here’s what we know. Decisions are made based on feelings and then justified with logic – always in this sequence.
Therefore, if we want decisions to be made in our favor, we need to speak to the emotional, feeling, and decision-making parts of the brain.
The problem is that the emotional brain doesn’t understand words because it focuses on feelings.
Most marketing copy fails miserably because it talks about what someone sells, what the product does, features, and benefits – elements that speak to the thinking, non-decision-making part of the brain.
It causes a prospect to “think about it” and not necessarily make a decision.
Stories, on the other hand, evoke a feeling in the reader. They tap into the decision-making part of the brain.
They cause the reader to relate to the storyteller, as the reader imagines themselves in that same situation and relives the emotional experience.
When done well, a good story causes the reader to internally nod their head in agreement.
This induces a “yes” state in the reader. They connect to the story and are moved by it.
That “yes” state predisposes them to react positively to an offer and puts them in the right frame of mind to say “yes” to making the purchase.
In other words, by telling a story, you are literally “programming” a prospect in a positive way using brain biology.
So how powerful can a story be in your marketing?
Powerful enough to put the prospect in the right frame of mind to convert them into a buyer.
Tell your story and find out for yourself.
