Hey everyone, welcome back to the GaryVee audio experience.

Today's episode is from the unconscious keynote that Gary did surrounding the idea of

capturing the consumer's attention in seven seconds or less. We hope you enjoy.

This is the GaryVee audio experience.

So tell me what is a seven second story and why do we need one?

Anode, do you want to kick us off?

Let's start. Actually, the reason why we need a seven-second story is rooted in our biology.

It's rooted in our brainwaves. How many of you have made a decision to choose a book or a CD

just because of the cover? How many of you make a first impression about someone in a few seconds?

How many of you make a purchase decision in store in three to seven seconds?

Yes. So in reality, we process information very fast. Why?

Because most of the decisions we are making are unconscious.

So it has been proven even by Harvard, by the way, that's 95% of our purchase decision are subconscious.

One of the reason why is because the conscious part of our brain is quite slow and consume a lot

of energy. So it takes time for the conscious part of the brain to make decisions.

The second part is a brain work as a natural born cartographer. So we put things into boxes and

as we put things into boxes and recognize things, we fast track the decision process.

So very often we deselect before selecting and the brain works like that.

So what is at the end of a seven second story is actually the impression as a brand.

We want to live with consumers about what is your brand, what is your product,

but just in a few seconds. So usually appeals to the unconscious, it triggers emotions,

and make us feel good. Actually when we do that, we trigger dopamine.

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