People are more likely to recall stories than statistics from presentations, as 63% recalled a story compared to only 5% recalling a statistic. This shows that consumers are more likely to buy into and remember brands that tell compelling stories rather than focusing on facts and figures alone. Effective brands build communities of customers who identify with and spread the brand's story to others.

1. Increase sales
by learning
from religion

10. 63% of people recalled a story from a presentation.
5% of people recalled a statistic from a presentation

11. THE INSIGHTS
1. Consumers buy into and remember stories – much more
than they do facts and figures.
2. Once there is buy into the story – the facts become much
less important.
3. Brand communities are a collection of people who buy into
a story.

12. QUESTIONS TO PONDER
1. Think back to the last presentation you attended. What
key statistics do you recall? What stories do you recall?
2. Think about your favourite restaurant. What story would
encourage you to recommend it? What statistic would
encourage you to recommend it?
3. When your optimal customer tells a friend about your
product or brand – what story will they tell?

13. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com