The Dark Side of Anecdotes

The power of anecdotes to persuade (see Why Stories Sell and Your Brain on Stories) is established, but there’s a dark side to that power. Quite simply, an effective story can take over our brains to the point where we disregard more valid information: reliable statistics, the opinions of true experts, and so on.

Continue Reading...

Mirror Neurons and Sales Style

Our brains contain neurons that appear to express the same emotions that someone we are watching expresses, and sales pitches will be less effective when dissonance between words and emotions is created.

Continue Reading...