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© SOL MARKETING | 1
THIS IS YOUR BRAIN ON STORIES BRAIN SCIENCE AND STORYTELLING BY DEB GABOR BRAND DOMINATRIX AND INVESTOR PITCH WHISPERER
Solmarketing.com @Sol_Marketing
© SOL MARKETING | 2
Across every culture, in every part of the
world, humans have told stories to understand, share and recall knowledge.
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Introduction to the brain Reptilian brain: automatic response (DANGER+ swift automatic instructions for fight or flight) Limbic brain: WHY (Is this my friend? Can I put my trust here?) Neocortex: rational/thinking brain
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98% of what the brain does happens OUTSIDE of awareness*
95% of buying decisions happen OUTSIDE
the neocortex**
*Dr. Michael S. Gazzigniga, NYT 2011 **Baba Shiv, Harvard Business Review, 2013
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HARNESS THE POWER OF STORYTELLING
Telling a good story enables you to communicate with the emotional
unconscious
Storytelling stimulates the irrational unconscious brain to facilitate decisions
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Neural coupling Listener turns the story into their own ideas
Mirroring Listeners experience similar brain activity
Cortex activity Fact processing in Broca’s and Wernicke’s area (e.g. the LEFT BRAIN)
Dopamine Brain releases dopamine when emotionally charged
© SOL MARKETING | 7
SELLING WITH STORIES
Harness the power of storytelling to stimulate the unconscious brain Use the story arc to “tickle” the limbic brain at ideal points in the story
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SEVEN BASIC PLOTS
Overcoming the Monster: Hero and the bad guy (Star Wars, Jaws, anything with Nazis) Rags to Riches: Success and crisis (Any Disney princess movie, Wolf of Wall Street) The Quest: Seeking and finding (Any Indiana Jones movie, Stand by Me) Voyage and Return: Boldly exploring (Wizard of Oz, Back to the Future) Comedy: From confusion to enlightenment (Any Will Ferrell movie) Tragedy: The price of fatal flaws (Macbeth, King Lear, Requiem for a Dream) Rebirth: Finding the personal light (It’s a Wonderful Life, Pursuit of Happyness)
© SOL MARKETING | 9
LET’S START
SOMETHING 512.445.4807 info@solmarketing.com 4807 Spicewood Springs Rd. Building 2, Suite 200 Austin, Texas 78759
Deb Gabor @deb_gabor Solmarketing.com Investorpitches.com
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