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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Just Story It Biz Storytelling | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.
Karen Dietz's insight:

Here's what I really like about this article: it clearly explains the different types of empathy and how marketers keep missing the mark.


It's great to try to understand the world from your customer's perspective. And hard to do. Unless you are able to build empathy with them. BTW -- sharing stories back and forth builds empathy. But you still need to shift from a place of being competitive (one versus another) to a place of building a 'we' experience.


This article  from Douglas Van Praet, author of Unconscious Branding: How Neruscience Can Empower (and Inspire) Marketing, takes us through to market your business more effectively, build empathy, and create life-long customers. Yeah!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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David Hain's curator insight, November 25, 2013 9:16 PM

Using empathy adds to your business story. 

Juliana Loh's curator insight, November 27, 2013 1:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 7:00 AM

"Provide value and not take value = a customer for life"

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Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling!

Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling! | Just Story It Biz Storytelling | Scoop.it

Have you ever gotten lost in the pages of a good book? If so, you may have been more empathetic afterward. According to new research published in PLOS ONE, reading fiction may affect the reader’s empathetic skills over a period of time.

Karen Dietz's insight:

While this article focuses on reading, think of all the biz stories you tell in your content creation across platforms -- blogs, websites, emails, articles, presentations, videos, digital stories, and the like. 


The results will be the same. And the research holds true for sharing stories in person, too.


It is fascinating that the more a listener is engage in a story, the more empathy grows over time. People become more empathetic through storytelling.


What's the take-away here for businesses? If you want emotional engagement and people feeling empathy towards you and your company, share stories.


But not any old story. Share stories with characters they can relate to. If they can't relate, no engagement, no empathy. And it must be told in a way that people can connect to. In other words, deliver a story badly and you won't get the engagement, empathy, or result you are seeking.


Leaders need to know this when sharing stories about values, vision, change efforts, etc. Marketers need to know this for brand loyalty. Small businesses and entrepreneurs need to know this for relationship sales.


This is a very short article with powerful points. Even better, there's a link to the original research so you can really get all the insights.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it

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Karen Dietz's comment, March 2, 2013 12:42 PM
I agreed Fred. And yes Miklos, I love it when what we know to be true is validated by research.
Kala's comment, March 4, 2013 7:08 AM
A big thank you for your overall curation work about storytelling! You are the very first one I see doing it so "intelligently", with real added-value :)
Karen Dietz's comment, March 5, 2013 10:26 AM
Thank you so much Kala! You have made my day :)