The storytelling effect is everywhere

[arzina221]

Errors in thinking
thinking errors brain storytelling
When we are presented with information in a story format, our brain subconsciously assumes that we have received all the important information. It is also assumed that there is a causal relationship in the story (one thing leads to another), because most stories are told in chronological order.

This -incorrect- starting position of our brain makes holes or ambiguities in the story logically filled in, for example with a causal connection (Joey was beaten by his mother). This automatic, unconscious process in the brain also makes causal connections visible where this is not actually the case. A pitfall of our brain that marketers eagerly exploit.

Ok, here's an example
I am not going to share a success story from a well-known company, but a story from my own experience. Last week my mother-in-law called me and asked: “Maud, I read on Facebook that you are going to travel for six months for a KRO program.” I raised my eyebrow and wondered where it went wrong in my Facebook message.

I had indeed posted an update after I had called the editors of the TV program De Rekenkamer. This received quite a few likes and reactions, after which I made a joke about six months of free travel at the expense of the KRO. In my opinion an over-the-top reaction, which no one would fall for, because who gets to travel for six months for free and then go on TV to tell why people love all-inclusive vacations. But when I read my reaction back I understood where it had gone wrong: my pakistan phone data mother-in-law was suffering from the storytelling effect. Between the lines she saw a causal relationship that wasn't there.

facebook storytelling


Wherever stories are told, the storytelling effect takes place. Even in places where you don't expect it, like in my case unconsciously in a Facebook message. Of course, good online marketers, communication specialists and copywriters use storytelling to penetrate our brain.

Think of an AXE campaign where a man is harassed in front of a crowd of women after taking AXE. Or all those car commercials where they make you look sexy, cool, or whatever if you drive the car in question. And Dove tries to make us think through storytelling that we become more confident if we put on Dove. None of them claim a cause-and-effect relationship, but they know that our brain does that for them. Smart. Very smart.