BETTER STORIES, BETTER HEALTH

“Thou Shalt Not is soon forgotten, but Once Upon a Time lasts forever.” —Philip Pullman

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STORY'S MAGICAL POWER

I think I can—I think I can—I think I can—is a refrain that plays in my mind when I’m struggling to meet a deadline or complete a project on time. I’m amused and fascinated by the fact that, after decades, the story of The Little Engine That Could still encourages me.

Stories entertain, inform, instruct, and inspire. They strengthen minds, stir feelings, and create beliefs that guide our actions. “Stories are a particular type of human communication designed to persuade the audience of the storyteller’s worldview,” writes Jonah Sachs in Winning the Story Wars. He goes on to say that stories can be told as epics or can be evoked with a single image. Among other things, stories guide us in navigating our lives and social worlds.

STORY'S DECEPTIVE POWER

Given their universality and persuasive power, it’s no surprise that stories are a favorite tool for advertising. “Human minds yield helplessly to the suction of a story,” writes Jonathan Gottschall, author of The Storytelling Animal. “We come in contact with a storyteller who utters a magical incantation (‘once upon a time’) and seizes our attention.” Advertisers harness some of these special powers through their use of stories.

Evolving from 1930’s-era product pitchmen, advertisers have become thirty-second storytellers today. A preferred advertising method is to raise anxiety and feelings of inadequacy, then offer relief through the purchase of consumer goods and services. Jonah Sachs dubs this “inadequacy marketing.” He writes, “Tell a story that will create anxiety then introduce the magic solution.” Inadequacy marketing has become a dominant force in healthcare and most other consumer advertising.

LESSER STORIES, LOWER HEALTH

Inadequacy marketing’s underlying message is “you are not…”: you are not safe, you are not attractive enough to be loved, or you are not in possession of the thing that would make you happy. Inadequacy marketing in healthcare follows a similar formula:

• You are not well.
• There is nothing you can do.
• The medical system is your only hope.

Wording from a recent newspaper hearing-aid ad illustrates this:

• “...find out why you may be experiencing problems like hearing but not understanding words.” (You are not well.)
• “Your exam may reveal common problems such as damage to your eardrum.” (There is nothing you can do.)
• “Call today to schedule your appointment to learn about our most discreet line of hearing aids.” (The medical system is your only hope.)

Once we know the formula, we see it in ads everywhere and can better understand why we feel subtle discomfort after watching them.

BETTER STORIES BOOST HEALTH

It is estimated that more than 3,000 advertising messages are pushed to us each day. Whether we consciously register them or not, we can’t help being affected. If everywhere we look we’re told that we’re lacking and in need of remedies, we may focus more on our vulnerabilities than our strengths. We may entertain false beliefs about health and be hindered by learned helplessness.

In contrast, the stories of the High Health Network are science-based, accurate, and reflect time-honored principles:

• It is natural to be healthy.
• We have more health capability than we realize.
• There are lots of ways that we can produce more health.

Our stories portray what Sachs’ describes as empowerment marketing: “...stories that point out the possibilities for growth and even transcendence.... They inspire action by painting a picture of an imperfect world that can be repaired through heroic action.”

Stories can change the world for better or worse. Our stories are not only better, they combat inadequacy marketing and boost health. They serve as magical instruments for learning and growth and provide benefits that can’t be found anywhere else. For better health, find the stories that help us produce it in the High Health Network.

Joyce M. Young, MD, MPH
Managing Director, Advanced Wellness Systems

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Sincerely,
Your colleagues at Advanced Wellness Systems