The Neuroscience of Storytelling

as human beings were programmed to

respond to stories is there part of who

we are it’s how we evolved to understand

our place in the world before we had

written language how he passed on

lessons for where to find food or what

threats were coming from us or for us or

how to build relationships within our

trucks and our families was through

storytelling so a few different things

happen when we hear a really good story

the first is that the neural activity in

our brain increases five folds stories

illuminate the city of our mind

essentially our brain runs an electric

pulses right and we hear stories our

brain lights up and neuroscientists have

this saying that neurons that fire

together wire together so basically the

idea that when we’re hearing a story and

our brain is lighting up you have all

these neurons that are then wiring

together which triggers us to hot

remember more of the information that

we’re getting at that time and stories

do another thing which is that they

trigger the release of this neural

chemical called oxytocin which is also

known in some circles as the love drug

about ten years ago all we really knew

about oxytocin is that it was released

when say a mother would be with her baby

but what we’ve discovered since then

through the work of neuroscientist like

dr. Paul Zak is that stories actually

trigger the release of oxytocin in very

much the same way what dr. Zak has

  Creating Creative Content

developed that I am super excited about

and just probably the first iteration a

lot of technological advances we’ll see

in this space is a tiny neuro sensor

that goes on your forearm um that can

measure the impact that stories are

having on have on us on a physiological

level and it does this in two ways first

through heart rate to measure attention

and the second through through the vagus

nerve to measure oxytocin production in

the brain so when you are wearing the

sensor and you watch certain types of

content and you get above a certain

threshold of score I it they’re actually

able to very closely predict purchase

action after that this technology is

very much in this early days

but I think this is something we’re

gonna see a lot more of over the next

five or ten years really with any story

you’re relatability is the first and

most essential element to it so we are

programmed to respond to stories that we

can see ourselves in automatically the

same thing is true in any sort of

content so when you’re speaking to your

audience you either want to present a

main protagonist in the story a client a

customer a thought leader someone who

did who did something super cool for

another company that they can see

themselves in or you as the author you

want to speak to them directly so one of

the most effective ways is just by

targeting the exact people you want to

reach in the headline there’s a question

  Fail Your Way to Content Marketing Success

right what if I don’t have a

fancy-schmancy neuro sensor a lot of

this still applies but I want to

emphasize more than anything else is how

stories affect our brains on the things

you have to keep in mind if you want

people to really feel connected to the

content you’re creating most importantly

hire great storytellers because the

people who are going to understand how

to tell great stories and how to create

content that is above that threshold for

being useful are gonna be people who

have trained to do it we’ve been doing

it their entire lives stories make us

remember and they make us care and the

reason that content marketing works

isn’t for some artsy-fartsy reasons it’s

because our brains are programmed for

stories

 

You May Also Like

About the Author: admin

You cannot copy content of this page