The Doctor is IN

What’s Your Storyline?

You want your story to implicitly say “we’re kindred spirits. I know what you mean. We’re together in this

Storytelling is one of the most powerful ways to get people on board with your ideas and thoughts

Our brains are more active when we hear a story

When we hear a boring PowerPoint presentation

Our language center in the brain gets activated where

we decode words into meaning…that’s IT

When we hear story…

Our language center AND other parts of the brain that

we would use when experiencing the events of

the story are too!

When we hear story…

• Mention food…sensory cortex is activated

• Mention movement…motor cortex is activated

Research studies have shown

"When the woman spoke English, the volunteers understood her story, and their brains synchronized. When she had activity in her insula, an emotional brain region, the listeners did too. When her frontal cortex lit up, so did theirs. By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners' brains.“

– Uri Hasson

Three types of storylines

1. Hometown Boy Makes Good 2. Reluctant Hero3. Us vs. Them

Hometown Boy Makes Good

• Story of loss and redemption• Story of the underdog• They bond with you because “I did it

and you can too”

Hometown Boy Does Good

Hometown Boy Does Good

Hometown Boy Does Good

Hometown Boy Makes Good Storyline

• I was broke/overweight/shy/lost it all• I made a discovery which changed my life• I’m going to share it with you• You too can change your life

Reluctant Hero

• Big discovery by boy next door• Just a regular dude and spotlight freaks you out• You “fell into” this position of being a leader• You have flaws like everyone else• You’re teaching this as a favor to the market

Reluctant Hero

Reluctant Hero

Reluctant Hero

• Stumble upon something amazing• Word gets out – everyone wants to know about it• As a favor to the world, you’ll teach it but…• “Please bear with me, because I’m not a

professional”

“Us vs. Them”

• Crusading against a common enemy• It’s not your fault! • People like to blame problems on outside factors• People want to be a part of an “inside community”• Highlight common perceived enemy bonds the

herd to you• “They” benefit from our suffering

“Us vs. Them”

Doc’s Prescription

• What storyline speaks to you?• Make your “why” and storyline so vivid – use

descriptive words• Feedback and comments• Sign up at

http://www.digitalmarketingdoctor.com