That stories have a powerful impact on us is well known. Here’s how storytelling actually works in favour of the storyteller~
~ Stories create an instant emotional bond between the narrator and listener.
(helps build empathy with the narrator)
~ Stories engage a greater area of the brain than a string of monotonous data or facts.
(translates into better engagement and attention)
~ Stories help synchronize the listener’s brain with the narrator’s brain.
(that’s gold dust for a marketer!)
~ Guess what would you remember better? A well told story or facts?
(better memory= higher brand recall!)
~ Stories have the ability to change chemistry of the brain.
On being told an emotionally engaging story, the brain produces oxytocin, a substance shown to increase generosity, empathy and trustworthiness. (research conducted by Dr Paul Zak)
~ Stories impact behaviour of the listener.
(imagine the potential to guide consumer behaviour.)
Where and how can we use storytelling to further our professions or business?
With the explosion of social platforms, the internet and their bearing on our lives, we seek to know more. At the same time, as we are inundated with non-stop stimuli from multiple directions simultaneously, we also build up a resistance to these inputs and become more selective or choosy.