While facts and figures engage a small area of the brain, stories engage multiple brain regions that work together to build colorful, visual and meaningful emotional responses. As we read stories we quickly transform what we are hearing into what we are feeling as part of an empathetic response. Each sensory image, sound, texture, color, sensation, and emotion provides a hook for our brain as the story draws us in and maintains our attention effortlessly.
The importance of storytelling can be summarized into four important evaluations:
• When evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features and facts).
• Studies show positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.
• Emotion of “likability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
• Emotional response to an ad that has a far greater influence on a consumer’s reported intent to buy a product than does the ad’s content.