198. How to Tell Stories that Motivate, Inspire, Move, and Change People

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Storytelling is the most powerful form of communication ever invented.

Through stories we learn, entertain, communicate, and socialize with each other.

Hegarty on Creativity by Sir John Hegaty of BBH

In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles:

Art directors think visually.

Writers think in terms of narrative.

Hegarty on Creativity by Sir John Hegaty of BBH

Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.

This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.

They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.

This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’

Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.

7 unconscious errors we make when buying brands by Douglas Van Praet citing Daniel Kahneman