Today’s episode discusses the effectiveness of story and whether the genre of a story can alter the impact of our marketing approaches. In the study analyzed, researchers conducted three experiments to determine how fear stories and romance stories influenced the effectiveness of social proof and scarcity. The results from this study reveal the importance of building context and priming individuals before using social proof and scarcity tactics. Listen in to hear how these findings can be applied to your copy and how you can tell powerful stories effectively.   What To Look For In This Episode: How to effectively implement social proof and scarcity approaches. How to tell a cliffhanger story before showing social proof.   Journal Article: Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2735890/pdf/nihms101563.pdf   Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. Journal of Marketing Research, 46(3), 384–395. https://doi.org/10.1509/jmkr.46.3.384   Resources:   Sign-up for the INCEPTION Webinar and download the worksheets (FREE) – geoffkullman.com/inception     Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com    Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!