Hereâ€™s How to Combine Storytelling and Data to Produce Persuasive Content
Rich Hua stashed this in Communication
Jennifer Aaker says stories are up to 22 times more memorable than facts:
Jennifer Aaker, a social psychologist and professor at Stanfordâ€™s Graduate School of Business, cites a study in which students were asked to present a one-minute persuasive pitch to their class members. Each pitch included an average of 2.5 statistics. Only one of those pitches included a story. Ten minutes later, the researcher asked the students to pull out a sheet of paper and write down every idea they remembered. Only 5% of the students remembered a statistic; 63% of the students remembered the story.
For most people, numbers arenâ€™t memorable. Stories are.
Example of a good story is Don Draper's Carousel pitch on Mad Men:
We make decisions primarily with emotion:
Numerous studiesÂ have shown that stories arenâ€™t only more effective in making a message memorable, theyâ€™re also more emotionally persuasive. Pair this with research that showsÂ we make decisions primarily with emotionÂ (using logic to justify them later), and you have the power of story in a nutshell.
So: put your data into a meaningful, visual story context that literally illustrates your point.