Knowing how to tell a story has always been one of the fundamental elements to explain the success of many things. Novelists, journalists, screenwriters? All of them have in common, or those who have succeeded, that they are capable of writing stories with power, stories that manage to connect with the audience and that make them stay trapped. Ultimately, the same thing happens with brands. The companies that have managed to succeed, that have managed to become more than just a brand, are companies that know how to tell stories, that master storytelling.

The human brain is, from the start, ready to receive stories. It is the best way to connect with the other, a kind of universal language that makes it possible to reach others. “When you’re  Armenia WhatsApp Number List hooked on a good story, it’s not arbitrary, it’s not just pleasure for pleasure. It’s biological, it’s chemical, it’s a survival mechanism,” explains Lisa Cron, an expert on how humans respond to stories. Cron points out that storytelling is just another step in evolution.

The stories have a direct effect on the brains of consumers and function as a secretor of hormones or a kind of generator of experiences and emotions. Although it may seem like a cliché, those who say they love to read because they travel the world or have adventures with books are not really using a common cliché, but are possibly reflecting what their brain is doing. Different studies have shown that a story that is capable of generating emotions and sharing those that it is trying to show has an effect on what consumers feel and do. A group work story, for example, can make the recipient more motivated to work later.

But stories don’t just function as mirrors: a Berkeley University study showed that stories affect the secretion of oxytocin, a hormone known as ‘the love hormone’. Stories that focus on characters and their problems and their overcoming make the brain secrete more oxytocin and the receptor more inclined to help others. Added to this is that other studies have pointed out that stories help the brain release dopamine, which causes the heart rate and blood pumping to vary.

These discoveries have a direct impact on how companies can engage with consumers, as one of the experts related to this research explains in Harvard Business Review. How stories are told changes how they are received: a presentation that begins with a human story connects much more with the recipients than a simple business success story as usual.

We love stories

On the other hand, brands must not forget that people love stories. It is not only that today we are living at the time of the great boom in content marketing, but also that people’s brains are especially receptive to the messages they receive in this way. It is well demonstrated by fairy tales. Throughout the centuries, the great lessons and messages that everyone had to take into account, such as social taboos or basic survival lessons, were taught through fairy tales, which functioned as a vital guide and they captured the receivers with their story form.

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