Since the 1950s, marketing has been almost only about budget and reach.

The biggest budget to reach the maximum audience with ads full of features, benefits, and facts.

Time passes, and we find ourselves today being bombarded with too many marketing messages every single day from all directions.

At work

At home

In the street

Online

Offline.

And wherever we are.

There are ads, banners, signs, flyers, posts, videos, and promotions for everything we want and don't want.


The gatekeeper in our brains

The amygdala is the part of our brains that filters noise from meaningful communication.

Humans have a limited attention capacity.

So limited that we have to prioritize it for what's important to us: ourselves, our work, our families, ...

So, when everything around us is shouting, we switch to do-not-disturb and stop receiving.

Our physiology makes us ignore to reduce the noise and stay focused on the important stuff.


The question now is:

How can you get past the amygdala to avoid being ignored?

How can you put your messages in front of customers in a way that they want to pay attention to, engage with, remember, and even ask for more?


The answer is obviously not more marketing, more ads, more bombardment.

Because then, you're only triggering the amygdala's "ignore" firewall.


The Answer:

According to Professor Paul Zak, "Stories that cause us to pay attention and also involve us emotionally are the stories that move us to action."

It's our physiology that enables us to empathize and be persuaded by stories.

This physiological connection between head and heart is the reason impactful stories work.


Stories win

What if we can wrap the hard facts into a package of emotive stories?

What if we do marketing that arouses people's interest and engages them?

What if our marketing can release dopamine, adrenaline, and oxytocin cascades in their brains?

What if we can achieve a visceral connection with our customers?


The best favor you can do to your business is to incorporate your invaluable solutions, expertise, knowledge, and reputation into a matrix of stories that resonates with the humans called your customers.

This is almost the only way today to get you welcome to connect with customers, engrave your messages deep into their hearts and minds, and encourage them to take the actions you aim for.

This is almost the only way to leave them keen to hear from you again and even eager to talk about you to the others.

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About the author

Passionate about Modern Marketing, Behavioral Economics, cultural shifts, and purposeful communication.
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My story with marketing is one of transformation, switching from the race for interruption to building remarkability, empathy, and humility towards the people who care, earning their trust, and giving them a motive to voluntarily spread the idea to other people like them (The Network Effect). Hence, building a brand that rises above the noise and grows sustainably.
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You, too, can stop feeling overwhelmed with hacks and shortcuts. Here's a chance to join this revolutionary movement. Change the game from desperately hustling to catch up with the competition to a remarkable brand that standouts in tomorrow's world, delivers value that customers choose to pay extra for, and boosts profits sustainably beyond the short-term bursts.