This is what your brain looks like when it’s reading a checklist, IKEA instructions, power point presentation, anything that is not a story:
The parts of your brain that processes language is activated as you make sense of the words and meanings.
A story is an information that creates feelings and reactions through the senses. When you hear or see a story, your senses are activated, which triggers your memory and emotions. You experience feelings from the story and from memory, and you begin to “participate” in the story, putting yourself in it.
The story of Pepsi & Fries
The bowl of fries has turned into a hand that is reaching out to a can of ice-cold Pepsi. It is visually bold and exciting, you might recall Andy Warhol’s daring art. The hand is very thirsty, look at it long enough you sense the ice-cold can in your palm, maybe you lift it up and tilt it back. You can taste ice-cold sweet soda, the fizz tickling the inside of your mouth and throat. Did you get a whiff of the Cola?
Stories activate the senses and trigger memories, producing feelings. The feelings stick. And your customers remember you.
