We live in and remember stories, not data. And that’s why storytelling is so huge in marketing these days.
The Power of Words: Are we like sheep or just community minded?
Behaviorist Jen Shang, who specializes in the psychology of giving, has shown in recent studies that words – especially words of kindness – can be very persuasive. From her studies, she says that when some combination of nine adjectives – kind, caring, compassionate, helpful, friendly, fair, hard-working, generous and honest – are included in fundraising solicitations, women increase their giving by an average of 10 percent. Clearly, women strive to be moral.