From the course: Selling with Stories, Part 1: What Makes a Great Story?
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Surprise
From the course: Selling with Stories, Part 1: What Makes a Great Story?
Surprise
- We all enjoy the surprise ending in a mystery novel, or the unexpected turn of events in our favorite movie. But there's actually a more important reason to include something unexpected in your sale stories. It makes them more effective. Surprises also keep things interesting and they play a different role depending on where in the story you place them. A surprise at the beginning of your story gets your audience to pay attention. But a surprise at the end of the story serves a different and even more important purpose, to help your audience remember the lesson they learned. Let me explain. Memories don't form instantly in the brain like a digital photograph. They form over a period of time shortly after the event happens, more like old-fashioned film photos when they're developed in a darkroom. Psychologists call that process memory consolidation and it turns out, certain chemicals, like caffeine, can enhance the…
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