stories using our language processing regions; stories also engage our auditory, olfactory, visual, sensory and motor cortexes. A great Helper character is someone with a deep history of helping previous Heroes. People talking to people. So we keep optimizing until it hits home. If you havent already, start gathering testimonials from previous customers to sprinkle liberally throughout your copy. Is there such a thing as getting too specific in the creation of your target customer profile (aka buyer persona)? So they continued to nurture the Slack community with: Cheerful tweets, A This American Life-meets-Office Space Variety Pack podcast, and Quirky TV commercials featuring animal-headed office workers. The Kickstarter campaign has reached its modest goalwhich is greatbut more importantly, Kirrin Finch has given a voice to people who havent had much of one, and who will enthusiastically reciprocate by spreading word about their menswear-inspired shirts throughout the genderqueer community. The benefits your Hero has received from having interacted with your brand has changed them for the better.
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(Oh how Ive been waiting to use that one). All you need is a narrative framework upon which to build these elements. In fact, I already have. What about features and benefits? Go ahead: write down what keeps your customer up at night. In a study published in the 2006 issue of the journal NeuroImage, Spanish researchers revealed that human brains create a complex physiological reaction to the kinds of descriptive language used in stories. This email isnt helping anyone tell their story: its outing at them. So basically, they thought we listened to stories in a rational, analytic fashion that didnt engage brain function beyond language comprehension. Do you see any emotional triggers in their headline or the body of their email? Thousands of generations of followers drew and re-drew animal figures on the walls of the cave and whats more, similar versions of the figures were drawn in caves vast distances away. Its not about you.
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