By Andrew Angus on November 6, 2014

There’s a reason that stories in explainer videos are so successful. Researchers continue to discover that stories impact us at a neurological level, which makes for a stronger engaging marketing strategy. On the other hand, storytelling doesn’t just allow prospects to pay more attention, it gives the audience the ability to make a better informed decision at an almost subconscious level.

The Subconscious and Conscious Brain

We all know how difficult the decision-making process can be. People are often faced with problems that can’t be solved immediately. Many of us have also had the experience of going to bed and waking up with an answer to a problem that seemed unsolvable the night before.

Research confirms these mysterious occurrences. Neurologists at Goldsmiths University in London found patterns of brain activity that indicated a participant’s brain would solve a word puzzle up to eight seconds before the individual consciously expressed they knew the answer. In other words, your unconscious brain often comes up with an answer before your conscious brain is aware of it. According to MarketingProfs, the brain uses a feeling of certainty to convey to you that you’ve come up with the right answer.

But as a marketer – how do you reach the brain on a deeper level? Through stories of course. A well-crafted narrative can make viewers feel as though they are experiencing the story. Neurologists have found that the motor cortex lights up when people read action words. Something similar happens when we watch other people perform actions, as a result of mirror neurons. With an animated video, you can develop an engaging story that will give prospects the information they need to make a decision.

How Stories Sways the Brain

When customers have a pain point they’re trying to solve, a good story can impact them in ways that may not be apparent to either of you at first. So, put yourself in the position of a decision-maker. At this point, they know they need a solution, but they still aren’t sure your service or product is the right one.

Indecisiveness comes from a mismatch between the conscious and subconscious brain, which can be described as a gut feeling. Maybe they have a good feeling about your product, but think it could be wrong. Or they could consciously think the product is right, but have a bad feeling about it.

A great story from a customer’s perspective can put them into a place where their conscious and subconscious brains are no longer in conflict. Scientists have a long way to go in understanding exactly how the mind works, but it’s becoming increasingly clear that the brain truly responds to stories and can learn from them on an emotional level.

How to Determine Which Story to Use

It’s clear that an engaging narrative can make a difference. Since you’re trying to demonstrate why your product is the right choice, it makes sense to use a story that prospects can identify with – a client success story. Think of a few times your product or service really turned things around for a customer. These situations already have all the makings of a good tale. Start making a list of customers who would be willing to share their stories with your audience and conduct a few interviews. Of course, for the resulting video to be as effective as possible, you can edit the interviews so they will turn into a more compelling and cohesive narrative.

If you have a product that is difficult to explain, a story can help your prospects experience it and give them the evidence they need to make a decision.

 

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