Crack the Customer Mind Code: Seven Pathways from Head to Heart to Yes! by Gary Hennerberg

Author:Gary Hennerberg
Language: eng
Format: mobi
ISBN: 9781630476991
Publisher: Morgan James Publishing
Published: 2016-01-25T14:00:00+00:00

CHAPTER 8

STORYTELLING

Use storytelling to convert the new short-term memory created with positioning/repositioning, into long-term memory in the hippocampus. With an engaging story and a new angle, you can magnetically pull the individual into the storyline so they are a participant and see themselves having a role. This creates a new perspective and memory. Importantly, it creates new grooves in the brain for recall.

THE SCIENCE BEHIND WHY STORYTELLING WORKS

Earlier, I shared with you why I’m so curious about the brain and how it works. But I didn’t share with you the story of how my life as a compulsive hair puller began, and the deep groove it has engrained in my mind.

It was after noon the day it first happened. I remember it like it was yesterday. A warm fall day in 1962—probably in October, and probably about the time of my sixth birthday when I was in the 1st Grade. It was harvest season on the farm; that time of year when Dad would harvest the crops. When it was harvest season, there was urgency in the air because the crops were ready and the weather could turn any day, making it difficult to bring in the fall harvest—the paycheck that we had waited for so long to be able to collect.

We had a 1951 GMC pick-up truck called Jimmy. We also called it the Red Horse because it had been used many times in the pasture to help round up cattle.

During harvest, neighbors helped each other if they could. Our neighbor Bill, who was nearing retirement, was helping Dad that day. I don’t know what he was doing, or why he was driving Jimmy, but I do remember that he invited me to ride along to the field to watch Dad combine milo, a crop grown to feed to livestock.

I climbed in the back of the truck. There were boards on the side and across the top so it was completely enclosed. The back of the truck had been cleaned out, so perhaps I rode there for the novelty of being in back and completely surrounded by the boards. I couldn’t possibly get out. There must have been a fascination with riding in the back. Who knows? I was only about six, doing illogical things that small children do.

Bill drove into the milo field that had just been harvested. The field was rough, and there were ruts in the earth from rainfall during the spring and summer after the crops had been planted. Jimmy, the truck, didn’t have shocks, or if it did, they were completely worn out.

The field was bumpy. But as we drove through it, one rut was apparently deeper than most and, as we hit it, I was thrown and hit my head on the boards above. It wasn’t enough to knock me out, but it was enough to cause a welt to appear above my left ear.

It hurt. But a few days later, I discovered that gently touching it gave me a sense of peace. It felt good to stroke it.

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