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The story I can feel and the story I want to be part of

We aren’t rational buyers, and we don’t make decisions based on data. When it come to decision-making, we are at most emotional and irrational creatures.

Influencing through telling stories is not new. Telling a story activates the part of our brain that’s connected to our feelings and emotions.

That’s why brands use storytelling to influence potential buyers’ behaviour. They present themselves as associated with certain feelings and emotions that we want to either avoid or achieve.

If safety is important for you and you want to buy a car, you might think of Volvo. Their mission is that no one will be seriously injured or killed in a new Volvo, and their ads use the emotions that this raises to show that when you’re choosing a car, safety is their first priority.

Connecting with peoples’ feelings and emotions is the first step we need to take to be heard, but we need to offer them something they want, a story that they want to be part of.

If you don’t, you might find that people open the door to you but never invite you in.

The power of stories is not just that they communicate feelings: they’re ultimately about connection and making us part of a vision together.



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