Infuse Infuse 9 September 2019 | Page 18

Want to Make an Impact?
Tell Me a Story
by Amber James, Fresh PR and Marketing
I
f you’ve ever watched a TEDTalk,
a tear jerker movie – or even
an emotive ad for dog food – you’ll
understand the power of a good story to
make us think, feel and act in ways that
a dry presentation of facts cannot.
Neuro-biologically, we are hardwired to
respond to stories, as they engage our senses
and our emotions, connecting people and
ideas in a moving and memorable way.
In fact, research by psychologist Jerome
Bruner suggests that facts are 20 times more
likely to be remembered if they are part of
a story.
This means, when it comes to building your
own personal brand, it’s important to use
storytelling to connect at a human level with
your audience. Why? Because at the end
of the day, we all subconsciously make our
decisions based on emotion, rather than logic.
By helping people understand the passion
and values behind what you do, you are more
likely to engage and inspire potential clients
and build a base of loyal raving fans.
© Dietitian Connection
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Infuse | September 2019