From the brain structure to analyze how entrepreneurs should do pitch

Editor's note: This article was published by Neil Patel in his personal blog in 2015-04-03, and the Chinese version was compiled by Heaven Zhuhai Branch Rudder. It is worth mentioning that Neil is one of the top 100 entrepreneurs under the age of 30 by President Barack Obama, who is very proud to have helped a very good foreign internet media site TechCrunch in 60 days to increase 30% of traffic! By combining his years of practical experience and his own ingenuity, Neil has carried out an in-depth anatomy of our brains in the form of infographic, and from an anatomical level, we have deciphered how startups should be able to tell a story that stands out.

The brain responds to the story with a fixed circuit.

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"Storytelling is the most effective way to increase user engagement and persuade users."

The authors of the above infographic point out that the human brain communicates a way of telling a story in a fixed area of reaction, and also points out the basic fact that people like to communicate in a story-telling way:

"Everyone's brain actually responds to the story with a fixed circuit. ”
"In our daily lives, personal life stories and gossip actually account for 65% of our daily conversations. ”
"And the way we humans communicate with others by telling stories has been used for more than 40,800 years. ”

the persuasive power of empirical elements

Adding some experiential elements to the story will make you very convincing, and we think that the phrases "cause" and "effect" are floating in our minds because of the experience of the previous experience. And the story in turn will bring you experience.

The author proposes an experiment to verify how experience affects individual judgments. He looked for two groups of people into a lab room and asked one of them to come in and ask them to have a cup of warm coffee in the lab, and then call another group of people to come in and ask them to drink cold coffee. Then two groups of people came in, and then called a clerk in overalls, the clerk in one hand holding a cup of coffee with a thick stack of copy, quietly standing in front of many test participants. Then everyone relaxed in the beginning of the waiting experiment, and in fact, the experiment has begun, the author does not have to tell the truth just want everyone to have a relaxed attitude to make their most real judgment.

experimental results show that :
The group of people who had previously drank warm coffee tended to think that the clerk had a more docile personality.
The group that drank cold coffee thought the clerk was a grim and stern man.

Why is there such a result? This is the power of the element of experience mentioned above. Because we are based on their own experience of the preconceived thought that the clerk held the coffee should be the same as the coffee that he had just drank, and all think that the person who likes to drink warm coffee must be a more docile personality, like to drink more exciting cold coffee people should be more cold and stern people. As we have seen in many of the country's current historical scholars, people who think the climate is more extreme are more belligerent, such as the former, and those who think the climate is milder are relatively less militant and milder, such as the central Plains.


experimental results show that :
In the process of storytelling, we can add some experiential elements as the emotional link of the audience and let the audience feel that your thoughts are their own thoughts that affect their judgment.

Another study from Princeton University's URI Hasson researchers suggests that the human brain cortex is associated with awareness and stimulation, and it controls the simultaneous transformation of stories and experiences that people will hear. Insula is the emotional link in our brains that deals with the following information: motivation, pain, pleasure, and * fear.

Good stories use metaphors

"It's easy to be attracted to people who tell stories by analogy. The more vivid your metaphor, the greater the audience's sense of participation. “

In February 2012, the Institute of Love Moore University conducted an experiment on how metaphor affects brain behavior. The experiment also divided the participants into two groups. One group will hear statements that are not expressed using metaphors like this: "The singer's voice is very pleasing" and "his arms are strong".

And another group of people will hear some of the expressions using the metaphor of the expression "the singer has a voice like the sound of the sound", "he has a strong arms like armor."

experiments show that:
-The brains of the first group of people only Broca's and Wernicke's areas are active after they hear the corresponding straightforward, no-metaphor description. Broca's is a region of the brain, which is responsible for the processing of language messages, the production of discourse; the Wernicke's area is another important language area in the left hemisphere, with skills to control language comprehension, and a severe loss of understanding in the Wernicke's region of the brain.
-The second group of people's brains were active in hearing the metaphor described. The sensory cortex encodes the perceived stimuli, such as when the armor is seen, and the image is processed so that the brain can receive and recognize it;

The good story smells

"Stories can elevate attractiveness directly to olfactory perception levels and activate the olfactory perception control area of the brain. ”
2006 researchers in Spain led an experiment in which participants were asked two different sets of words when their brains were monitored by a functional MRI machine. One group of words is composed of neutral words such as "stool", "key", and the other group of words are composed of words with smell, such as "Perfume", "coffee" and so on.

experimental results show that:
-The group of people who heard the neutral word had only the Broca's and Wernicke's regions in which the two languages controlled were in active condition.
-The main olfactory cortex, which controls olfactory perception, is also activated in the brains of a group of people who hear the scent, except that the Broca's and Wernicke's regions are active.

A good story makes an audience squirm.

"The story activates some areas of the listener's brain that control movement."
Veronique Boulenger, a cognitive scientist from the French Language Dynamics laboratory, did an experiment in which veronique Boulenger scans their brains as the participants heard the following statements:

"John, go grab it." ”
"Pablo, get off the tee." “

experimental results show that :
The results of the scans showed that the area of the motor cortex in which the body was controlled in the brain was activated.

Too much language will kill your story.

"When it comes to storytelling, do not use the clichés that have been overused," he said. In fact, you should remove them from the market life cycle in which your product is located. “

While studying the subject of storytelling, scientists have also discovered the fact that some of the very prevalent words and phrases in the already rotten streets are only treated as a word in the minds of the listeners and do not play any other role.

Here are some of the sayings and adjectives that the authors think are some of the clichés we should avoid:

"Another day."
"It's embarrassing."
Precedent
"Responsible for saying ..."
"Positive upward"
Constructive

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From the brain structure to analyze how entrepreneurs should do pitch