{"id":17049,"date":"2021-03-21T07:44:02","date_gmt":"2021-03-21T11:44:02","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=17049"},"modified":"2022-03-16T09:48:59","modified_gmt":"2022-03-16T13:48:59","slug":"why-creative-content-marketing-works","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-marketing-works\/","title":{"rendered":"Why creative content marketing works"},"content":{"rendered":"<h2>Make readers&#8217; brains light up<\/h2>\n<p>After I presented a Make Your Copy More Creative workshop recently, an attendee pulled me aside. \u201cThe speeches I write are just 20 minutes long,&#8221; he said. &#8220;I can\u2019t afford to make room for anecdotes, metaphors and wordplay.\u201d<\/p>\n<figure id=\"attachment_29072\" aria-describedby=\"caption-attachment-29072\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29072\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-marketing-works\/creative-content-marketing-works\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png\" data-orig-size=\"315,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creative-content-marketing-works\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Attention to detail&lt;\/strong&gt; Creative content grabs attention, increases reading \u2014 even makes people slow down and read more carefully. Abstract, literal material does not. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/young-lady-drawing-colorful-light-bulb-178460453&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by ra2 studio&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works-300x286.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png\" alt=\"Creative content marketing\" title=\"Creative content marketing\" width=\"315\" height=\"300\" class=\"size-full wp-image-29072 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png 315w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works-300x286.png 300w\" data-sizes=\"(max-width: 315px) 100vw, 315px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 315px; --smush-placeholder-aspect-ratio: 315\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29072\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-marketing-works\/creative-content-marketing-works\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png\" data-orig-size=\"315,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creative-content-marketing-works\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Attention to detail&lt;\/strong&gt; Creative content grabs attention, increases reading \u2014 even makes people slow down and read more carefully. Abstract, literal material does not. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/young-lady-drawing-colorful-light-bulb-178460453&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by ra2 studio&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works-300x286.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png\" alt=\"Creative content marketing\" title=\"Creative content marketing\" width=\"315\" height=\"300\" class=\"size-full wp-image-29072\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works.png 315w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/creative-content-marketing-works-300x286.png 300w\" sizes=\"(max-width: 315px) 100vw, 315px\" \/><\/noscript><figcaption id=\"caption-attachment-29072\" class=\"wp-caption-text\"><strong>Attention to detail<\/strong> Creative content grabs attention, increases reading \u2014 even makes people slow down and read more carefully. Abstract, literal material does not. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/young-lady-drawing-colorful-light-bulb-178460453\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by ra2 studio<\/em><\/a><\/figcaption><\/figure>\n<p>I told him he couldn\u2019t afford\u00a0<strong><em>not<\/em><\/strong>\u00a0to make room for creative elements \u2014 that those may well be the only parts of his speech his audience listened to.<\/p>\n<p>That conversation reminded me of an old joke among professional speakers:<\/p>\n<h5 class=\"standalone\">\u201cWhen should you use humor in a speech?\u201d a young speaker asks an experienced orator.<\/h5>\n<h5 class=\"standalone\">\u201cOnly when you want to get paid,\u201d the veteran answers.<\/h5>\n<p>The same thing is true for writers:\u00a0When should you use creative material in your message?<\/p>\n<p>Only when you want your audience to pay attention.<\/p>\n<h3>Attention is Job 1.<\/h3>\n<p>Grabbing attention is one of the four key responsibilities of a business communicator. After all, our job description is to get readers to:<\/p>\n<ul>\n<li>Pay attention to our messages<\/li>\n<li>Understand them<\/li>\n<li>Remember them<\/li>\n<li>Act on them later<\/li>\n<\/ul>\n<p>And that takes creative story elements.<\/p>\n<p>It&#8217;s true. Creative material:<\/p>\n<h3>1. Grabs attention.<\/h3>\n<p>Meet your <a href=\"http:\/\/science.howstuffworks.com\/life\/inside-the-mind\/human-brain\/formula-for-funny2.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Broca&#8217;s<\/a> area \u2014 a small part of your brain located in the frontal lobe of your left cerebral hemisphere. It\u2019s your body\u2019s language control center.<\/p>\n<figure id=\"attachment_26083\" aria-describedby=\"caption-attachment-26083\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26083\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-marketing-works\/center-of-attention-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png\" data-orig-size=\"500,490\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"center-of-attention\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Center of attention&lt;\/strong&gt; The Broca&#8217;s area is the part of your brain responsible for processing language \u2014 or not. &lt;a href=&quot;https:\/\/commons.wikimedia.org\/wiki\/File:Gray724.png#\/media\/File:Gray724.png&quot;&gt;&lt;em&gt;Image by Henry Vandyke Carter via Wikimedia Commons&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention-300x294.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png\" alt=\"Center of attention\" width=\"500\" height=\"490\" class=\"size-full wp-image-26083 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png 500w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention-300x294.png 300w\" data-sizes=\"(max-width: 500px) 100vw, 500px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/490;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26083\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-creative-content-marketing-works\/center-of-attention-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png\" data-orig-size=\"500,490\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"center-of-attention\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Center of attention&lt;\/strong&gt; The Broca&#8217;s area is the part of your brain responsible for processing language \u2014 or not. &lt;a href=&quot;https:\/\/commons.wikimedia.org\/wiki\/File:Gray724.png#\/media\/File:Gray724.png&quot;&gt;&lt;em&gt;Image by Henry Vandyke Carter via Wikimedia Commons&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention-300x294.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png\" alt=\"Center of attention\" width=\"500\" height=\"490\" class=\"size-full wp-image-26083\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention.png 500w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/center-of-attention-300x294.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/noscript><figcaption id=\"caption-attachment-26083\" class=\"wp-caption-text\"><strong>Center of attention<\/strong> The Broca&#8217;s area is the part of your brain responsible for processing language \u2014 or not. <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Gray724.png#\/media\/File:Gray724.png\"><em>Image by Henry Vandyke Carter via Wikimedia Commons<\/em><\/a><\/figcaption><\/figure>\n<p>You can thank your Broca&#8217;s area for helping you sort through the equivalent of 174 newspapers, ads included, that you and everybody else gets bombarded with each day \u2014 without having to process every word.<\/p>\n<p>Remember that old <em>Far Side<\/em> cartoon by Gary Larson?<\/p>\n<h5>What we say to dogs: \u201cOkay, Ginger! I\u2019ve had it! You stay out of the garbage! Understand, Ginger? Stay out of the garbage, or else!\u201d<\/h5>\n<h5>What dogs hear: \u201cBlah blah Ginger blah blah blah blah blah blah Ginger blah blah blah blah blah.\u201d<\/h5>\n<p>Your Broca&#8217;s area is Ginger: not paying much attention to most messages \u2014 until something really interesting comes along.<\/p>\n<p>Well-worn phrases like \u201ca rough day\u201d are so familiar they don\u2019t activate your Broca&#8217;s area. Plain old &#8216;splainin\u2019 doesn\u2019t do anything for it either.<\/p>\n<p>But <a href=\"http:\/\/www.uky.edu\/~ngrant\/CJT780\/readings\/Day%205\/McGuire2000.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">creative techniques like wordplay activate Broca\u2019s area<\/a> (PDF).<\/p>\n<p><a href=\"http:\/\/www.researchgate.net\/profile\/Edward_Mcquarrie\/publication\/24098932_Figures_of_Rhetoric_in_Advertising_Language\/links\/00b7d521ccb522bea6000000.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Want to cut through the clutter of competing messages<\/a> (PDF)? Activate readers&#8217; Broca&#8217;s area with wordplay and other creative techniques.<\/p>\n<h3>2. Keeps that attention longer.<\/h3>\n<p>Here&#8217;s a finding that will surprise absolutely nobody: Creative sentences encourage reading more than boring ones, according to 1986 research by Suzanne Hidi and William Baird.<\/p>\n<p>Hidi and Baird studied creative sentences like these:<\/p>\n<ul>\n<li>Adult wolves carry food home in their stomachs and bring it up again or regurgitate it for the young cubs to eat \u2014 the wolf version of canned baby food.<\/li>\n<li>Thomas Edison became the most famous inventor of all time even though he left school when he was only 6 years old.<\/li>\n<li>A canary can also bluff by playing dead. A frightened canary may go limp in someone\u2019s hand.<\/li>\n<\/ul>\n<p>Here, in contrast, is the first sentence in the latest news release listed on BusinessWire right now:<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\"> NantKwest (Nasdaq:NK), a leading, clinical-stage natural killer cell-based therapeutics company, today announced that the company will be presenting and conducting one-on-one meetings at a number of investment and healthcare conferences in the month of March and April 2018.<\/div>\n<p>Did you read to the end? Of course not.<\/p>\n<p>And that&#8217;s the deal. Creative material keeps attention longer \u2014 throughout the passage or the piece and over time. Indeed:<\/p>\n<ul>\n<li><strong>Ads with metaphors in the headline get read more completely<\/strong> than those with literal headlines, according to an archival study of 854 ads.<\/li>\n<li><strong>Newspaper articles using the storytelling structure are more likely to pull readers across the jump<\/strong> that those using the inverted pyramid, according to research by the American Society of News Editors.<\/li>\n<li><strong>A blog post with a creative lead drew 300% more readers and 520% more reading<\/strong>than one with an abstract lead, according to an A\/B test by Groove HQ.<\/li>\n<\/ul>\n<p>Want people to read more of your message? Keep their attention with creative elements.<\/p>\n<h3>3. Makes readers&#8217; brains light up.<\/h3>\n<p>Think of description as virtual reality:<\/p>\n<ul>\n<li><strong>Describe a scent<\/strong>, and your readers&#8217; primary olfactory cortexes light up.<\/li>\n<li><strong>Describe texture<\/strong>, and you activate their sensory cortexes.<\/li>\n<li><strong>Describe kicking<\/strong>, and not only do you stimulate their motor cortexes, but you stimulate the specific part of the motor cortex responsible for leg action.<\/li>\n<\/ul>\n<p>\u201cBrain scans are revealing what happens in our heads when we read a detailed description, an evocative metaphor or an emotional exchange between characters,\u201d reports Annie Murphy Paul in \u201c<a href=\"http:\/\/www.nytimes.com\/2012\/03\/18\/opinion\/sunday\/the-neuroscience-of-your-brain-on-fiction.html?pagewanted=all\" target=\"_blank\" rel=\"noopener noreferrer\">Your Brain on Fiction<\/a>\u201d for\u00a0<em>The New York Times<\/em>. \u201cStories, this research is showing, stimulate the brain and even change how we act in life.\u201d<\/p>\n<p>Paul reports on new studies that show how description, metaphor and storytelling can make readers <a href=\"https:\/\/www.wyliecomm.com\/2018\/06\/why-description\/#smell\">smell scents<\/a>,\u00a0<a href=\"https:\/\/www.wyliecomm.com\/2018\/06\/why-description\/#feel\">feel textures<\/a>,\u00a0<a href=\"https:\/\/www.wyliecomm.com\/2018\/06\/why-description\/#action\">experience action<\/a>\u00a0\u2014 even\u00a0<a href=\"https:\/\/www.wyliecomm.com\/2018\/06\/why-description\/#character\">understand others better<\/a>.<\/p>\n<table border=\"1\" cellspacing=\"0\" cellpadding=\"3\" class=\"pinktable\" style=\"background-color:#fff; width: 90%;\">\n<tbody>\n<tr>\n<td style=\"width: 90%; text-align: center;\" colspan=\"2\"><strong>Look and feel<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width: 45%; text-align: center; font-weight: bold;\">These textural metaphors lit up the sensory cortex \u2026<\/td>\n<td style=\"width: 45%; text-align: center; font-weight: bold;\">\u2026 while these literal phrases did not<\/td>\n<\/tr>\n<tr>\n<td width=\"45%\">She drove a hard bargain<\/td>\n<td width=\"40%\">She drove a good bargain<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"40%\">Life is a bumpy road<\/td>\n<td width=\"40%\">Life is a challenging road<\/td>\n<\/tr>\n<tr>\n<td width=\"40%\">He is a smooth talker<\/td>\n<td width=\"40%\">He is persuasive<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td width=\"275\">This steak is rubbery<\/td>\n<td width=\"280\">This steak is overcooked<\/td>\n<\/tr>\n<tr>\n<td width=\"40%\">He had leathery hands<\/td>\n<td width=\"40%\">He had strong hands<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>But write abstractly \u2014 aka, the way we usually do in business communications \u2014 and readers&#8217; brains remain dark.<\/p>\n<p>Want to stimulate some brain activity around, say, your CEO&#8217;s latest strategy or that brilliant Whatzit you&#8217;ll be releasing later this month?<\/p>\n<p>Creative material is the answer.<\/p>\n<h3>4. Makes people read more carefully.<\/h3>\n<p>A hand shoots up in my Art of the Storyteller workshop, where we&#8217;ve been talking about wordplay.<\/p>\n<p>\u201cBut,\u201d the communicator says, \u201cdon\u2019t you risk confusing people with wordplay?\u201d<\/p>\n<p>Well, yes, I said. Yes, you do. And that\u2019s part of the point.<\/p>\n<p>When readers encounter wordplay, they first try on the literal meaning of the words. When that doesn\u2019t work, they seek alternative meanings.<\/p>\n<p>Same thing happens with metaphor.<\/p>\n<p>Because <a href=\"http:\/\/revistas.ucm.es\/index.php\/EIUC\/article\/view\/39993\" target=\"_blank\" rel=\"noopener noreferrer\">readers spend extra time processing wordplay<\/a> (PDF) and metaphor, they pay closer attention to your message, understand it more fully and remember it longer.<\/p>\n<p>Some of the power of metaphor and wordplay, researchers believe, comes from readers\u2019 delight in figuring out the right answer.<\/p>\n<p>Call it the pleasure of the text. That pleasure may cause them to slow down and savor your message.<\/p>\n<h3>5. Gets readers to linger over your message.<\/h3>\n<p>Readers in one study read 479 words a minute on average. But they read only 394 words a minute \u2014 18% more carefully \u2014 when reading the passages they most enjoyed.<\/p>\n<h5>&#8220;My purpose is to make what I write entertaining enough to compete with beer.&#8221;<\/h5>\n<h6>Anonymous<\/h6>\n<p>In other words, they <em>savored<\/em> the copy, reading almost 18 percent more slowly. Call it ludic reading \u2014 from the Latin <em>ludo,<\/em> or \u201cI play.\u201d<\/p>\n<p>Pleasure reading is a form of play, writes researcher Victor Nell, author of <em>Lost in a Book: <\/em><em>The Psychology of Reading for Pleasure. <\/em>He studied 245 subjects during six years to learn how people respond to writing they enjoy.<\/p>\n<p>While he can\u2019t say for sure why people read the passages they enjoy most more slowly, he thinks it\u2019s because they move from skimming to savoring.<\/p>\n<p>Researchers estimate that people can read as fast as 600 to 800 words a minute while still understanding each thought fully. (That\u2019s known as \u201c<strong>rauding<\/strong>\u201d among reading experts.)<\/p>\n<p>Often, though, people \u201c<strong>bolt<\/strong>\u201d the text, or just skim for an overview.<\/p>\n<p>But when they come upon passages they enjoy, readers stop bolting and start paying closer attention to the copy.<\/p>\n<p>So when should you use creative material? Only when you want your audience members to savor your message.<\/p>\n<p style=\"text-align: center; font-weight: bold;\">Are you using creative elements to draw attention to your message? Or are you trying to light up readers&#8217; brains with the same old blah-blah-blah?<\/p>\n<div id='MC-AOS-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-38\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>____<\/p>\n<p>Sources: \u201c<a href=\"http:\/\/www.npr.org\/templates\/story\/story.php?storyId=100109043\" target=\"_blank\" rel=\"noopener noreferrer\">Reading Creates \u2018Simulations\u2019 In Minds<\/a>,\u201d NPR, Jan. 31, 2009<\/p>\n<p>V\u00e9ronique Boulenger, Beata Y. Silber, Alice C. Roy, Yves Paulignan, Marc Jeannerod and Tatjana A. Nazir, \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0928425708000260\" target=\"_blank\" rel=\"noopener noreferrer\">Subliminal display of action words interferes with motor planning: A combined EEG and kinematic study<\/a>,\u201d\u00a0<em>Journal of Physiology-Paris<\/em>, Vol. 102, Issues 1\u20133, January-May 2008, pp. 130-136<\/p>\n<p>Steven Cherry, \u201c<a href=\"http:\/\/spectrum.ieee.org\/podcast\/biomedical\/imaging\/this-is-your-brain-on-metaphor\" target=\"_blank\" rel=\"noopener noreferrer\">This Is Your Brain on Metaphor<\/a>,\u201d <em>IEEE Spectrum<\/em>, April 6, 2012<\/p>\n<p>Michael Chorost, \u201c<a href=\"http:\/\/chronicle.com\/article\/Your-Brain-on-Metaphors\/148495\/\" target=\"_blank\" rel=\"noopener noreferrer\">Your Brain on Metaphors<\/a>,\u201d <em>The Chronicle of Higher Education<\/em>, Sept. 1, 2014<\/p>\n<p>Roger Dooley, \u201c<a href=\"http:\/\/www.neurosciencemarketing.com\/blog\/articles\/your-brain-on-stories.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Your Brain on Stories<\/a>,\u201d Neuromarketing, Jan. 21, 2010<\/p>\n<p>Steve Frandzel, \u201c<a href=\"http:\/\/www.emory.edu\/ACAD_EXCHANGE\/whats_new\/metaphors.html\" target=\"_blank\" rel=\"noopener noreferrer\">Metaphors Make Sens(ory Experiences)<\/a>,\u201d <em>The Academic Exchange<\/em>, Emory University, May 11, 2012<\/p>\n<p>Julio Gonz\u00e1lez, Alfonso Barros-Loscertales, Friedemann Pulvermuller, Vanessa Meseguer,\u00a0 Ana Sanju\u00e1n, Vicente Belloch,\u00a0and Cesar Avila, \u201c<a href=\"http:\/\/www3.uji.es\/%7Egonzalez\/neuroimage.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Reading \u2018cinnamon\u2019 activates olfactory brain regions<\/a>,\u201d\u00a0<em>NeuroImage<\/em>, May 2006<\/p>\n<p>Wray Herbert, \u201c<a href=\"http:\/\/www.psychologicalscience.org\/onlyhuman\/2009\/07\/narrative-in-neurons.cfm\" target=\"_blank\" rel=\"noopener noreferrer\">The Narrative in the Neurons<\/a>,\u201d <em>We\u2019re Only Human<\/em>, Association for Psychological Science, July 14, 2009<\/p>\n<p>Simon Lacey, Randall Stilla and K. Sathian, \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0093934X12000028\" target=\"_blank\" rel=\"noopener noreferrer\">Metaphorically feeling: Comprehending textural metaphors activates somatosensory cortex<\/a>,\u201d\u00a0<em>Brain &amp; Language,<\/em>\u00a0Vol. 120, Issue 3, March 2012, pp. 416\u2013421<\/p>\n<p>Raymond A. Mar, \u201cThe Neural Bases of Social Cognition and Story Comprehension,\u201d\u00a0<a href=\"http:\/\/psych.annualreviews.org\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Annual Review of Psychology<\/em><\/a><em>,\u00a0<\/em>Vol. 3, 2011, pp. 103-134<\/p>\n<p>Victor Nell, \u201cThe Psychology of Reading for Pleasure: Needs and Gratifications,\u201d\u00a0<em>Reading Research Quarterly,<\/em>\u00a0Vol. 23, No. 1 (Winter 1988), pp. 6-50<\/p>\n<p>Annie Murphy Paul, \u201c<a href=\"http:\/\/www.nytimes.com\/2012\/03\/18\/opinion\/sunday\/the-neuroscience-of-your-brain-on-fiction.html?pagewanted=all\" target=\"_blank\" rel=\"noopener noreferrer\">Your Brain on Fiction<\/a>,\u201d\u00a0<em>The New York Times,\u00a0<\/em>March 17, 2012<\/p>\n<p>Pradeep Sopory and James P. Dillard, \u201c<a href=\"http:\/\/www.researchgate.net\/publication\/228057308_The_Persuasive_Effects_of_Metaphor_A_MetaAnalysis\" target=\"_blank\" rel=\"noopener noreferrer\">The Persuasive Effects of Metaphor: A Meta-Analysis<\/a>,\u201d <em>Human Communication Research,<\/em> July 2002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Make readers&#8217; brains light up<\/p>\n","protected":false},"author":6,"featured_media":29072,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[170],"tags":[399,312],"class_list":{"0":"post-17049","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-creative-copy","8":"tag-attention-detail","9":"tag-creative","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why creative content marketing works<\/title>\n<meta name=\"description\" content=\"Attention to detail: Creative content grabs attention, increases reading \u2014 even makes people slow down and read more carefully. 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