When you are thinking of a story to tell, think like an imam, pastor, or rabbi. Religious leaders plan how they want their congregation to feel, and tell a story that conveys it.
How would you like your customer to feel? A story that makes you feel happy or safe or proud, brings out similar feelings in your customers if the story connects with them.
Princeton University neuroscientist Dr. Uri Hasson studied the brain activities of storyteller and listeners during storytelling. Using a machine that produces images showing the blood flow to various parts of the brain, he found that when the storyteller starts the story, as opposed to when participants were chatting about the traffic or the weather, the brain activities in the listeners matched that of the storyteller. Stories literally put our brain waves in sync.
You know this and have experienced it when you are with friends having a conversation and sharing stories. You simultaneously share similar feelings the story brings.
Or in a cinema, the audience claps and cheers during a rousing moment, or are frozen by a scary scene
When you know your customer’s need and the need under her need, and you know how you want her to feel, and you tell that story—your customer will remember you. She is “touched” and likely follow, signup, buy; from you.
