Storytelling : why people love it ?
For quite a long time, I believed I was inherently a misanthrope. Having grown up as an only child, I do not find social events particularly enjoyable, much less small talk.
Yet in truth, I am not a misanthropist.
I have found over time that I connect with people through their personal stories.
People’s humanity strikes a chord with me, their actual raw side. I want to know how they overcame their injuries, their deepest wounds, what they felt like. And I’m not alone in this.
From an anthropological perspective, this makes a lot of sense. Humans are social creatures. Our very existence depends upon others. Connecting with others is vital; it even strengthens our immune systems. An isolated individual cannot survive long.
It has been shown that 92% of consumers are interested in ads presented as Storytelling.
In addition, we want to interact with brands and businesses on a human level. The era of dehumanized purchasing power is over. People often want the last chapter to be a happy one amid eco-anxiety, unpredictable national policies, and overwhelming social medias. As much as we want to be soothed and reassured, we also crave real stories.
From a scientific standpoint too, Storytelling has been shown to directly influence the release of oxytocin in our brains, a hormone that directly affects our mood, ability to love, trust, and regulate stress levels.
When we share our humanity, rooted in conscience and spirit, and describe our experiences, we make room for those who read us to share theirs.
An almost magical snowball effect occurs thanks to Storytelling. This statement of Nelson Mandela applies here:
“Our deepest fear is not that we are weak. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? Your playing small does not serve the world … As we are liberated from our own fear, our presence automatically liberates others.”
History has been built by people sharing stories, building legends, and creating mythology. For every one of us there is a narrative with its effects of surprise and its little triumphs.
Businesses also convey narratives that are also myths in themselves. By doing so, the company’s DNA is strengthened and the natural authority of the brand is established.
That being said, telling a good story is not easy.
However, Copywriters use Storytelling all the time. By identifying the most resonant highlights of a story, they are able to spot what will evoke emotions and commitment from customers.
A fascinating aspect of Storytelling is that it can also be used to tell the individual story of your clients, through testimonials, life journeys, and obstacles you have been able to overcome thanks to your services.