Facts vs Stories

And the winner is...

"In the average one-minute speech, the typical student uses 2.5 statistics. Only one student in ten tells a story. Those are the speaking statistics. The "remembering" statistics, on the other hand, are almost a mirror image: When students are asked to recall the speeches, 63 percent remember the stories. Only 5 percent remember any individual statistic."

Page 243, Made to Stick, Why some ideas survive and others die - by Chip Heath & Dan Heath

Are you making your ads and presentations memorable by telling stories?