“Phil, the Marshall Community still talks about your presentation on advertising.” That’s the message I received late last night from Scott Fleming, the head of Marshall Area Economic Development Authority. Scott hired me to do the presentation based on my new book Most Ads Suck. I did the presentation a week ago and he is still receiving positive feedback. He’s going to help me promote this presentation to other groups like his.
One of my favorite parts about doing this presentation is the stories I get to tell. I told the story of a jeweler in rural Washington. I told the story of a couple of my trips to Wizard Academy. I told the story of the copywriter and the frying pans. I told the story of how I made Sheila cry on her birthday (Shelia and I laughed about that story last night at a high school band concert her daughter and my son were in.) I told the story of my first Christmas Eve working at Toy House at the age of fourteen and how I should have known then that I was destined to make people happy. I told the story of my boys plummeting to certain death in the fastest, ugliest sled ever created. I told the story of how customers used to approach me at the grocery store to ask what was going on in the men’s bathroom at Toy House.
Not only do stories make presentations more powerful and memorable, stories do the same for your advertising and your business. In fact, one of the six principles outlined in my book and on stage is Tell a Story. Stories fire up the brain differently than simple facts and figures.
Here is what other people are saying about stories …
Jonathan Gottschall, author of The Storytelling Animal: How Stories Make Us Human, published by Houghton Mifflin Harcourt tells you, “Stories powerfully hook and hold human attention because, at a brain level, whatever is happening in a story is happening to us and not just them.” (10-16-2013, www.fastcocreate.com)
Rachel Gillett says, “When we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we’re reading about becomes activated as well.” (6-4-2014 www.fastcompany.com)
Pamela B. Rutledge, Ph.D., M.B.A. writing for Positively Media, “Stories are how we are wired. Stores take place in the imagination. To the human brain, imagined experiences are processed the same as real experiences. Stories create genuine emotions, presence (the sense of being somewhere), and behavioral responses.” (1-16-2011 www.psychologytoday.com)
Catrinel Bartolomeu says, “Unlike statistics, stories trigger emotions—actual physical and chemical changes in our body.” (11-10-16 www.contently.com)
Yes, stories change you physically and chemically. Stories happen in your brain as if you were in the story yourself. Stories are more powerful than data.
Start telling stories in your advertising and you will start seeing a different, better result.
PS Please help me get this book printed. Go to the Indiegogo Campaign and make a donation today. Not only will you get an autographed copy of the book, if you make a large enough donation you can get a live webinar, or even a half-day workshop at your place for you and your fellow business owners.
PPS Here is the meta of all metas. One of the companies featured in the Samples chapter of the book is a company that tells your story for you in the form of a magazine for you to use to advertise your business. In other words, a story about telling stories for advertising features advertising stories about a company that writes stories for advertising. That will make your head spin!