the power of storytelling
Storytelling is as old as time and is present in every culture because it’s a universal language that everyone can understand.
Telling a story stimulates imagination and creates a sense of community among listeners and tellers alike.
When we listen to a story, whatever our age, we are swept mentally to another time and place.
Storytelling and Neuroscience
According to experts, when reading, watching or listening to a story, our palms begin to sweat.
Not only. We’ll blink faster, our hearts might flutter, and facial expressions shift.
Neuroscientists are still debating
which specific areas of the brain are activated during a storytelling.
However, we know that when we’re listening to a good narrative, we tend to imagine ourselves in the same situation.
Basically, it seems that frontal cortex, motor and sensory cortices are all engaged during story creation and processing.
These networks are nurtured and solidified by feelings of anticipation of the story’s resolution, involving the input of our brain’s form of candy, dopamine.
“When you listen to a story, your brain waves actually start to synchronize with those of the storyteller. ”
This is what Uri Hasson, professor of psychology and neuroscience at Princeton University, believes.
So, why is it so important to understand what happens in the brain when we tell stories?
The answer is: because we communicate through stories.
Yes, be it a new work environment, connecting with someone in a shop, museum or fitness studio…
…Humans live in, and through, stories.
Neurons fire in the same patterns as the speaker’s when we see or hear a story, starting a process know as neural coupling or mirroring.
storytelling for a succesful communication
Stories reflect our feelings, our personal experiences and identify for different purposes.
They make words come alive.
Also, stories are used to get the point or idea across to an audience by persuading, informing, influencing, and motivating an action.
Furthermore, stories are much more memorable than facts or figures alone.
This makes storytelling key to a successful product, service, or a marketing campaign.
During the past years, the power of stories and storytelling gained recognition in the field of communication and marketing.
Having said that, we can attest that successful communication is about engaging audience.
As a consequence, storytelling is used as a tool to reach out to the public and influence their behavior and perhaps motivate change.
One factor we must consider is that stories not only let us consume information, they allow us to experience information.
And we know that experiences are deeply tied to emotion.
the "art" of storytelling
Storytelling is not a process or a technique.
It’s about the “art” of storytelling.
And…like art…it requires creativity, skill, vision, skill and practice.
Communication experts use storytelling strategies because they enable companies to connect with their target audience.
Not only, they influence the audience’s feelings, ideas, behavior, and attitude in a desired way to achieve a certain goal if effectively utilized.
how can I create a storytelling that is effective and persuasive?
Here are some key components to keep in mind when you create a story:
- Target your audience: it is essential that you know your target audience and their features, preferences and behaviors. Who wants to hear your story?
- Define your core message: is your story about a product, service or raising funds? What is the point of your story? To help define this, try to summarize your story in six to ten words.
- Try to be visual: our brain processes visuals such as arts and charts faster and therefore, we become more engaged.
- Stay truthful: to ensure consistency with your brand, stay true to it and always find a way to connect with the core message.
- Decide what kind of story you want to tell: incite action, tell people about yourself, convey values, impart knowledge or educate, foster collaboration?
- Find the right character for your audience: remember that consumers like to connect emotionally with their favorite brands. Therefore, it’s important to personalize the brands’ message through a character that the consumer may identify with.
- Establish a CTA: the call-to-action will determine the action you’d like your audience to take after reading or hearing your story.
Ok, now it’s time to write and share.
And what is your story?
If you have questions or would like to know more about storytelling and neuromarketing, send me an email at mb@marcobaldocchi.com .