Research Geeks Support StorySelling (sort of)

As Sarah Mahoney writes, when you dig a little deeper into the current fascination with storytelling, there’s more to the story. A study at Northwestern University suggests that, under certain circumstances, the traditional structure of storytelling may actually get in the way of persuasive communication. Let me cut to the chase, and save you from the decidedly un-story-like research document: strong product attributes can get overwhelmed by a good story.

It’s nice to see this documented. This is the principal behind the practice we call StorySelling, using information and demonstration to educate and sell.

There are two important considerations here.

First, the inherent power of a story will override the specifics of the story. As Derek Rucker, professor of marketing at the Kellogg School puts it, “stories interfere with people’s ability to fully scrutinize information.” If you’ve got information that is likely to persuade consumers to choose your brand over the other, you don’t want to get in the way of that communication.

Secondly, a story is more memorable. Meaning it’ll linger, stick in a person’s mind longer. We’ve all experienced this. And there’s science to back it up. But storytelling’s proven ability to create long(er) term memory isn’t as desirable when the objective of the messaging is to motivate an action in the short(er) term. I may want you to tap, click or call to make an order, and I’d rather share the motivating argument without distraction in order to motivate that action. If you remember part of the message for a longer period of time, awesome. If you don’t, then perhaps the purchase you make – the thing itself (assuming it delivers on its promises) – will become the happy, and enduring, ending all storytellers crave.

Whenever we set out to craft a StorySelling message, the first question we always ask is: what do you want someone to do after they see your ad? Be aware/Have a positive disposition/Like it? Or...buy it. Both responses have value. What’s important is that you design the message to accomplish your objectives.