There’s a difference between being a good writer and being a good storyteller. Everyone can tell their story. And in marketing, we need to tell stories. Science shows storytelling actually evokes a neurological response. Good stories — stories that we connect with — actually release oxytocin in our brains. That’s the feel-good chemical that promotes connection and empathy. Scientists say the higher our levels of oxytocin, the more empathy we have — and the more likely we are to act on that emotion.
Advertisers have been using this persuasive power of storytelling for years. Happy, sad, confused, anxious… Storytelling structure also creates an emotional response because people connect with other people.
If you need help finding your story, head HERE.