Storytelling, especially when done intentionally, is both strategic and tactical.
A narrative which grabs our attention and involves us emotionally are the stories that move us to action. We remember stories easier than we do a list of facts or features. The time for facts and features is after we’ve been drawn into a story. Stories transport us to a different place and time, showing us options and an alternative ending than we might anticipate.
Our brains are wired to accept stories.
Yes, it is true. Our brains are more fully engaged by stories. Stories engage multiple areas of the brain – the auditory cortex, the Wernike’s area (where words are processed), the visual cortex, your olfactory center would become active in response to descriptions of specific scents, and if the story includes a description of a car speeding down a highway, the motor cortex would engage. If you were watching the brain activity via an fMRI, you’d see this engagement.
As your brain is more active, you enjoy the experience more, understand the information and retain the messages longer.
Purposeful Storytelling
When we tell our audience a story about our product or service, we engage them in a way that educates, engages and empowers them to take action. Purposeful stories start with understanding your brand and getting to know your audience.
Once you’ve established the strategy of your story, shift your focus to the tactics. This is the what, where, how and when of storytelling.
- What are you sharing
- Where will it appear for your audience
- How is the story delivered
- When is it shared
Know your brand. Know your product or service. Know your audience. Be clear. Be consistent. Be authentic. Tell your story.
As always, in pursuit of purpose,
Resources mentioned in the episode
- Your Brain on Stories, Psychology Today
- The Right Story by Bernadette Jiwa
- Build a StoryBrand by Donald Miller
- Professor Paul Zak
- Seven Habits of Highly Effective People by Stephen Covey
- Brand Journalism: A #TBT marketing strategy a blog post by Amy Austin
