The classic mistake we make in persuasion is trying to evoke right-brain responses (action, risk, decision) by using left-brain stimuli (numbers, facts, history). This is equal to asking individuals to look into their future by using a microscope – they can’t see past their noses. Storytelling uses the telescopic mental tools that help clients see and feel – before they act.
Left Brain – breaks into pieces, backward looking, looks at text, seeks detail, taks everything literally, literal, proven examples, triggered with information, businesslike (judging/critical,rational, gathers information), stirred by facts, statistics and claims, Analyzes, Stimulated by data, seeks detail, focused on words, auditory, finds problems.
Right Brain – Forms into whole, forward looking, Looks at context, Seeks big picture, understands humor, metaphorical examples, triggered with images, relational, intuitive, understands meaning and relevance, stirred by emotions, beliefs and hopes, decides, stimulated by stories, seeks big picture, focused on tone of voice and body language, visual, searches for solutions.
Read on for a detailed breakdown of Telling the Financial Story.
What Can I Expect?
Here’s an outline of Telling the Financial Story
Journey Outline
PART I HOW TO PUT HALF OF YOUR CLIENT’S BRAIN TO SLEEP
- Why Statistics Don’ t Sell and Stories Do
- Science & Art
- The Map of Your Brain
- The Roots of Story Selling
- Capturing Your Client’s Attention
- Risks and Decisions
- Learning to Speak the Language of the Right Brain
- Story Selling Triggers
- Visual Storytelling
- Emotional Affirmation
- What is your Gut Feeling? How Decisions Really Get Made
PART II BECOMING A BETTER STORYTELLER
- Reading and Leading Others
- Getting Others to Tell their Story
- How Humor Get You Further than Self Promotion
- Making The Intuitive Leap with Your Client
- Using Analogies and Metaphors to Move Your Clients and Products
PART III STORYTELLING IN DESIRABLE MARKETS
- Telling the Story of the Affluent
- Telling the Story of the 65+
- Telling the Woman’ s Story
- Let Me Tell You A Story
About Peter de Kuster
Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project, a storyteller which helps professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.
Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing, MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.
To book your place in the “Telling the Financial Story” mail peter at theherojourneyquestionnaires@gmail.com
The Hero's Journey 