‘Here’s How to Combine Storytelling and Data to Produce Persuasive Content’ – MOZ
Nichole Elizabeth DeMeré says, “Can you recall Don Draper using statistics in a quote? Neither can I.
Draper’s pitches were successful because they focused on stories. (Remember the famous Kodak Carousel pitch?) He was on to something: Research highlights stories as key to capturing an audience’s attention.
Jennifer Aaker, a social psychologist and professor at Stanford’s Graduate School of Business, cites a study in which students were asked to present a one-minute persuasive pitch to their class members. Each pitch included an average of 2.5 statistics. Only one of those pitches included a story. Ten minutes later, the researcher asked the students to pull out a sheet of paper and write down every idea they remembered. Only 5% of the students remembered a statistic; 63% of the students remembered the story”.
Here’s How to Combine Storytelling and Data to Produce Persuasive Content
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