When you start writing content about your business – whether for an email, social media, or ad campaign – if you find yourself creating a list of all the factual reasons someone should select you over the competition, you might want to rethink your approach.
To understand the “why” of this phenomenon, we need to jump into the neuroscience behind consumer decision making. According to Antonio Damasio, professor of neuroscience at the University of Southern California, emotion plays a pivotal role by pulling emotions from previous experiences that align with values. Emotions also create preferences and influence future purchase decisions.
What does this mean for you?
Are you simply restating facts to persuade them, or do you have a story to tell? Rather than leading with a sales pitch, share vivid, compelling narratives that will have a more powerful and lasting impact. Not only will it be more memorable, it can help develop a stronger brand identity in the process.
