74. Anecdotes Persuade More Than Data

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• DATA

• facts and statistics collected together for reference or analysis

• ANECDOTE

• a short and amusing or interesting story about a real incident or person

• People are not aware of unconscious processing, so it's easy to place more value on information we're aware of. Most cerebral processing happens unconsciously, which makes it easy to forget info coming in and out and the fact we are processing emotions as well.

• anecdotes are told in story form and have a much long lasting impression than data because they invoke empathy, which sets off an emotional reaction. That helps people to process the data and feelings.