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 18 Infuse | September 2019