Humans remember stories better than they do a list or sequence of words or numbers. My 7 year old son uses a simple mnemonic technique to learn new and difficult words. For example ‘because’ is ‘big elephants can’t always use small exits’. And top memory champions such, as Dominic O’Brien, use it to memorise huge sequences of cards in under a minute. In fact it was the principle method of learning since roman times and called ‘The method of loci’. Until puritans put a stop to it because inappropriate images may have been created in children’s minds (school would have been much more fun in Roman times).
Mnemonics work because humans remember pictures more easily and the story creates an image or series of images that relate to what you are learning. Plus we have evolved with stories being the main way we pass on vital survival information from one generation to the next.
As a marketing person getting your message across quickly and making sure your audience take it on board is vital. So stories are clearly the best method of doing this.
Plus, stories can add real value to your products as proven in ‘the significant objects experiment’
So marketers should see themselves as storytellers – some stories will be long and take time to tell (this is called brand building) and others are short (think product sheets, social campaigns or events).