Warum das Gehirn Geschichten liebt

Marketing is not a science, but the art of finding the right story for each target group to trigger the desired behavior. Expert Werner T. Fuchs explains from a neuroscientific perspective what makes a good story. You will learn what storytelling is suitable for and how to develop audience-appropriate stories. Only a truly great story will be stored, remembered, and shared in the target audience's brain alongside the advertising message.

Contents:

• The guide to impactful stories for every target group
• How to engage customers' emotions through storytelling
• Seven key questions for good stories
• Five steps to becoming a good storyteller

New in the 5th edition:

• Storytelling and AI
• The phenomenon of psychological distance

The digital and free supplement to your book: Access to additional materials and content, read the e-book directly online in your browser, and a personal library with your books.