From the course: Selling to the C-Suite
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The buying visual
- Research has shown us time and again that the brain creates urgency to change based on how it visualizes the world around it, specifically with respect to the problems it's trying to solve. We often hear that storytelling won't work in the C-Suite boardroom. Well we want you to throw that crutch away. We've been living, practicing, and teaching this approach for more than 10 years. In fact, I've written multiple books on the topic. The human brain is biologically designed to make decisions emotionally and then it looks to validate those decisions with facts and data. Yet most sales and marketing messaging attempts to convince someone to change or buy using facts and data. You see, we have it backwards. Ironically, the same area in the brain that processes visuals also processes emotion and stores memory. This is why Jerome Bruner, a cognitive psychologist, found that a fact when embedded in a narrative is 22 times more likely to be remembered. Therefore, if you want to be memorable,…
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