understanding the science behind persuasive storytelling

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Understanding the Science Behind Persuasive Storytelling

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Not seeing the results you want from your content marketing? Understand the science behind the storytelling that defines your content.

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Page 1: Understanding the Science Behind Persuasive Storytelling

Understanding the Science

Behind Persuasive Storytelling

Page 2: Understanding the Science Behind Persuasive Storytelling

• As a marketer, we understand that you’re looking for new ways to engage people with your digital presence.

• Chances are that you

know how discouraging it can feel when nothing you do seems to be making a connection.

Page 3: Understanding the Science Behind Persuasive Storytelling

• The reality, though, is that there’s a science behind how narratives cut through digital pollution to hold human attention.

This is the power of storytelling.

Page 4: Understanding the Science Behind Persuasive Storytelling

So how exactly can you take advantage of the science of

storytelling to move people?

Page 5: Understanding the Science Behind Persuasive Storytelling

Start with the takeaway message.

• Stories that stick with us have value beyond their entertainment.

• They have a message that many people can relate to.

• By having a clear takeaway message, you’ll have an easier time crafting a compelling story that resonates with your audience.

Page 6: Understanding the Science Behind Persuasive Storytelling

There’s always a villain. • No matter how simple or uplifting the story, an

antagonist that causes tension. • Conflict is critical to persuasive storytelling!

• Conflict can be a simple challenge that your consumers face or something as broad as uncertainty in the economy.

Page 7: Understanding the Science Behind Persuasive Storytelling

Be creative.

• The information age has exposed consumers to more stories and data than ever before.

• Consumers are numb to things that would have compelled them a decade ago.

• If you want your content marketing to be compelling, it’s important to take risks and go the extra mile with creativity.

Page 8: Understanding the Science Behind Persuasive Storytelling

Set the trend. • Stories don’t just entertain – they have the power to shape human thinking.

• The more compelling the story, the more likely it is to shape the way that we think, process information, and behave.

• The question is: how do you want your audience to respond?

Page 9: Understanding the Science Behind Persuasive Storytelling

Simplicity rules. • There’s a mistaken assumption that

complexity is what makes a story compelling.• The reality is that the power of a story

usually lies in its simplicity.

Page 10: Understanding the Science Behind Persuasive Storytelling

• So as your brand ramps up its content marketing strategy, be sure that these key elements are included in your campaign. You’ll be surprised at the effect they can have on your audience.

Are you incorporating these ideas into your current content marketing strategy?

Page 11: Understanding the Science Behind Persuasive Storytelling

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