Many marketers and sales reps are trained to think technically, please algorithms and analyze data, especially those working in (SEO) and PPC advertising.
This less creative way of thinking has its place in building brand awareness, but research tells us brands must engage buyers on a human level to create the types of meaningful connections that lead to sales.
Harvard Business School Professor Gerald Zaltman reported from his research that 95% of consumers’ thinking (i.e. their buying decisions) takes place in the subconscious mind.
So, even though most people believe they’re using rational thought when choosing brands and products, emotion is in control and storytelling suits this well.
Great stories have lasting effects on their audiences, lasting effects that can be valuable for businesses.
While every brand’s story is different, there will always be structural similarities you can follow.