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Pedro Gonçalves

Why Storytelling Is The Ultimate Weapon | Co.Create: Creativity \ Culture \ Commerce - 0 views

www.fastcocreate.com/...telling-is-the-ultimate-weapon

Storytelling Content Strategy Persuasion

shared by Pedro Gonçalves on 10 May 12 - No Cached
  • Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…”
  • Is “telling to win” just the latest fashion in a business world that is continually swept with new fads and new gurus pitching the newest can’t-miss secret to success? Or does it represent a real and deep insight into communications strategy?
  • I think it’s a real insight. I’m a literary scholar who uses science to try to understand the vast, witchy power of story in human life. Guber and his allies have arrived through experience at the same conclusions science has reached through experiment.
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  • fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence.
  • Why are we putty in a storyteller’s hands? The psychologists Melanie Green and Tim Brock argue that entering fictional worlds “radically alters the way information is processed.” Green and Brock’s studies shows that the more absorbed readers are in a story, the more the story changes them. Highly absorbed readers also detected significantly fewer “false notes” in stories--inaccuracies, missteps--than less transported readers.
  • When we read dry, factual arguments, we read with our dukes up. We are critical and skeptical. But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless.
  • stories can also function as Trojan Horses. The audience accepts the story because, for a human, a good story always seems like a gift. But the story is actually just a delivery system for the teller’s agenda. A story is a trick for sneaking a message into the fortified citadel of the human mind.
  • storytelling is a uniquely powerful form of persuasive jujitsu
  • we are beasts of emotion more than logic. We are creatures of story, and the process of changing one mind or the whole world must begin with “Once upon a time.”
Pedro Gonçalves

This is Your Brain On Boarding: How to Turn Visitors Into Users | Nir and Far - 0 views

www.nirandfar.com/...thisisyourbrainonboarding.html

Behavioral Marketing

shared by Pedro Gonçalves on 30 Jul 12 - No Cached
  • Since a user’s first awareness of a product depends on an external trigger, such as a call-to-action in an email, a link on a social media site, paid advertising, or a word-of-mouth recommendation, the message must be consistent. “People need to talk about your product the same way, each and every time,” Elman says.
  • To be most effective, the articulation of what the product is for should connect to when the product should be used. In other words, inception is about attaching your product to a moment in the user’s life.
  • The best triggers are those that attach to frequent behaviors. Attaching a new action to a current behavior is much easier than attempting to create a new set of actions from thin air. Habits are like the layers of a pearl. The grain of sand at the center is the pre-existing behavior, which provides the base for new routines to attach to.
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  • Research by Dr. BJ Fogg at Stanford’s Persuasive Technology Lab indicates that reducing the effort involved in completing an action increases the likelihood of that behavior. Simplifying the experience is key.
  • Among the most powerful methods for increasing the probability of a behavior is providing rewards on a variable ratio. In other words, when the behavior produces varying amounts of benefit, the user increases the action. Variable rewards can be found at the core of all sorts of addictive behaviors.
  • Many companies are afraid to ask the user to do work. They follow the mantra that good design should get out of the user’s way, but they often take it too far and forget that asking the user to do some work can be a very good thing. In fact, exerting effort makes people value outcomes more highly
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