Does the content you create burrow into brains, slam into cells, and trigger an exciting cavalcade of chemicals? If it tells a great story, it can. But marketers often confuse information for story. Marketing campaigns, direct mail, email newsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your audience. In an ideal world, every interaction with your audience leaves a lasting impression. In reality, only those interactions that foster a connection do. So, what’s the most efficient shortcut to that connection? Brand storytelling. We want to help you make the strongest impact with every piece of content you create, so we’re diving into the science of brand storytelling to teach you how to tell stories that will make the most impact with your audience.
Building Trust Through Brand Storytelling Before we dive into the science of brand storytelling, let’s address the ultimate goal of all content: to build a relationship with your customers.Phone Number List We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point A to point B as painlessly as possible. But the road from passive consumer to active customer starts with your relationship. Content is one of the best ways to establish a relationship. You may use it to demonstrate your knowledge, help your audience do something, or introduce your culture or brand. No matter the subject, you want to deliver that message in the most effective manner. This is where brand storytelling gives you an advantage. When you translate your message into compelling stories, you are speaking in a language that your audience’s brains and bodies instinctively understand. This intrinsic recognition is what fosters their connection to you. It’s what tells them you are a familiar friend—not a nuisance to ignore. The Science Behind Brand Storytelling Humans are scientifically hardwired for stories—think of the earliest cave paintings. But why? Why do stories captivate us? Because they affect our biology. A good story isn’t just an entertaining experience. It’s a physical experience that affects our emotions and—most importantly—can change our behavior.
This is well demonstrated in the work of Paul Zak, a neuroeconomics and professor at Claremont Graduate University, who is a pioneer in the study of stories and their effect on humans. In a 2015 study, Zak tested the power of story and its effect on charitable giving. He had participants watch motion graphics delivering two types of stories: 1) a dramatic narrative about a father and son 2) a simple story depicting the father and son at the zoo. After viewing the stories, participants were invited to donate money to strangers. The study revealed the powerful affect of storytelling. The dramatic narrative caused viewers’ brains to release two incredibly powerful chemicals: oxytocin and cortisol. Why? The experience of hearing and seeing a human narrative allowed viewers to put themselves in the story, which increased their oxytocin and, therefore, empathy.
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