Storytelling is a medium that has been around since the dawn of time.
It invokes emotion in all of us.
It’s the bond that holds us together or the commentary that separates us. It helps us understand who we were and what we have become.
So why do businesses still insist on telling their ‘audiences’ how great their product is, how low their service costs and how their founder has made a shed ton of money and you can do it too (gurus *cough cough*).
A story has the ability to connect your customers to the true reason you are in business in the first place, not to sell something, but to solve their problem. The fact is, now more than ever we can target our audience using the power of the social internet. Popular platforms such as Facebook and Google make our lives easier to do that.
So, now it’s just a matter of telling the story.
To tell a GREAT story involves many things – but scientifically comes down to inducing three key chemicals.
I’m not a scientist, far from it actually – but in this case, I totally get it.
▶ Inducing this wonderful chemical provides effects such as FOCUS, MOTIVATION AND MEMORY. It creates quite a vivid construction in our mind if the story is told correctly. You first start by building up, creating suspense, waiting and expecting.
▶ This more ‘deep feeling’ chemical creates levels of generosity, trust and bonding with whoever is telling the story. This is when you really start to feel a connection with someone of something, you start aligning with it. This chemical makes us feel ‘more human’ and relaxed formed through empathy.
▶ Simply put, this is the chemical of humour. Ever had an uncontrollable laugh that you couldn’t stop?? That’s most likely an overdose of this. It makes an individual become more creative, relaxed and more focused. Great if you need to capture attention – why do you think there are so many viral cat videos.
So, this is all ‘science-y’, but does it not make sense? Would you not want to feel the same reactions when someone told you a story. Most importantly, if you were on the hunt for someone to solve your problem and they connected with you in this way, would you not feel more likely to buy?
Hope this helped 😃