The world wouldn’t function without stories. Not only are stories used for entertainment, they are also a powerful method for learning. Stories have been told for thousands of years and bring about community through the stimulation of imagination and passion. By using storytelling, you can create stronger, deeper, and more memorable messages.
The Science of Storytelling
Our brains are wired to connect with stories. According to psychologist Jerome Bruner, people are 22 times more likely to remember a fact when it has been in a story. Neuroeconomist, Paul Zak, discovered that our brain produces cortisol (hones our concentration) and oxytocin (creates social bonding, trust, and empathy) while listening and reading stories. To simply summarize, storytelling has the power to change our brain chemistry which will in turn, change our actions.
Storytelling in Marketing
Storytelling has been the main component of the most successful marketing campaigns. It helps build trust, increase customer loyalty, and inspire engagement. Good stories compel people to change the way they feel, think, act, and behave. The impressions and lessons stories leave on us are far more memorable than reports or fact-driven copy.
The goal is to make the reader feel something. Find a unique message to address the problem you are solving. Use attractive visuals that directly correlate and add to the message. Give the product a name that goes with the messaging. Make listeners feel the message. In order for a story to be effective, you must say it, show it, feel it, and name it.
If you don’t know where to start regarding using storytelling in your social media copy, think about these simple storylines:
- Before & After
- 3rd Person Testimonial
- Us vs. Them