Specifically, simple unexpected concrete credible emotional stories sell. (Oh, look; the acronym for that would be — well, you can sort it I’m sure.)
In 2007 Chip and Dan Heath published Made to Stick, a fun, easy-reading scientific study of the power of storytelling as a tool for persuasion. SUCCESS is their acronym (though they always leave the “sell” S off and I don’t know why.)
Here’s a powerful statistic from the book: 10 minutes after you make a presentation, 5% of people will remember your statistics, your logical appeal.
63% will remember a story.
Emotions are sticky.
Yet most of us switch to facts and figures, charts and diagrams and circles and arrows and a paragraph on the back of each one explaining what it is and when people’s eyes glaze over or they stop responding we just use more data to try to be more convincing.
Facts don’t sell. We don’t make decisions (buying decisions, or any other kind of decision) with our rational brain. We make decisions with our emotions. Distressing as that is to some of us, fMRI scans can watch the human brain as it does stuff, and that’s how it reads.
If you tell a simple, unexpected, concrete, credible, emotional story about yourself as a author and the book you’ve just written, people will engage. They will listen, and they will remember.
Read Made to Stick and see how powerful storytelling can be in persuading others to act.
Psychology Today said “If nobody listens when you’re trying to share important information, this book is for you.”
That sounds like you, doesn’t it?