Your brain on stories - Deb Gabor of Sol Marketing

•

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Humans have always told stories to understand, share and recall knowledge. Deb Gabor of Sol Marketing, brand dominatrix and investor pitch whisperer, shows us how your brain reacts to information. Learn how to connect emotionally to stimulate the irrational unconscious brain and harness the power of storytelling.

Marketing

© SOL MARKETING | 3
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

© SOL MARKETING | 4
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

© SOL MARKETING | 5
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

© SOL MARKETING | 6
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

© SOL MARKETING | 8
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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Your brain on stories - Deb Gabor of Sol Marketing

1. © 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

2. © SOL MARKETING | 2 Across every culture, in every part of the world, humans have told stories to understand, share and recall knowledge.

3. © SOL MARKETING | 3 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

4. © SOL MARKETING | 4 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

5. © SOL MARKETING | 5 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

6. © SOL MARKETING | 6 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

7. © 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

8. © SOL MARKETING | 8 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)

9. © 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

Your brain on stories - Deb Gabor of Sol Marketing

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