It starts with this. 90% of your brain activity is unconscious, occurring without you knowing it is happening. You're not nearly as in control as you would like to believe. In fact, your brain is primarily worried about two things:
In marketing, the faster you can convince someone your product makes their life better, the more likely they will want buy-in. In other words, don't make them burn too many calories to find out about you.
So, when your competition does a better job of clear marketing, they win.
Stories are the most effective way to compel the human brain to action. We are hardwired to listen and understand stories because it is essential to our survival. It's how we pass information from generation to generation. Stories are older than written words.
Fast forward to modern times, we've all sat through a powerpoint presentation with bullet point after bullet point, barely staying awake. That's because that style of presentation only hits the language part of your brain, a very small part of your brain where you decode words into meaning. You are bored because the rest of your brain is restless and wants to do something!
However, when the presenter adds a story to illustrate the points they are making, things change dramatically. Stories tap into your "animal brain" which is the largest part of your brain. Your brain pumps out hormones that simulate the distresses, pleasures, or empathetic moments in the story. It's why an action movie elevates you heart rate even though you're not exerting energy like the people on the screen.
Story is a huge part of everyday life. We exaggerate our tiny tales to friends and family after work. We devour books and movies, binge watch Netflix, and the cultured among us even go to plays. We turn sporting events and criminal trials into narratives. Don't even get me started on the evening news...
Us humans really live in landscapes of our own make-believe. And, it's important to note, we are each the hero in our own story.
Most established companies think they have a compelling story. They love to talk about their founder, the twists and turns along the way, and how now they're still carrying on the vision.
But that's not the story people want to hear.
You are making yourself the hero of the story, but people aren't looking for heroes. People want to be the hero in their story and they're actually looking for guides to make their journey easier. They're looking for someone who has been where they've been before and knows how to get to where they want to go.
Make the customer the hero and watch them start to buy.
This is just one principle in the StoryBrand Framework. Book a Call to learn more.
I've compiled a nice list of StoryBrand Certified Guide approved website examples that inspire me. (and some that I've built)\
It must resonate with people because it is currently ranked #1 on Google for the keyword "StoryBrand Website Examples."
A proven, seven-part framework to clarify your message, populate your marketing material, and grow your business.
The StoryBrand Framework is the best system I've found for breaking down the elements of story into bite-sized pieces. As a StoryBrand Certified Guide, I’ve mastered this powerful, seven-part marketing system that has helped thousands of companies.