Applying the science of storytelling

Our brains are wired to process and respond to narratives – that’s why stories are such a powerful tool for persuasion. Raymond Doherty , Senior Editor at 7C3, dons his white coat and investigates the science behind?how narrative can change audience behaviour.

Stories have been a staple of human communication for many thousands of years, captivating audiences by engaging our emotions and transporting us to another world. Understanding the core science of storytelling can help us craft more compelling narratives that resonate with our audiences. When done well, the structure of a story helps us understand better and retain information, making it a valuable tool for all kinds of communicators – marketers, politicians and others in the business of persuasion.

As humans, our brains are naturally wired to respond to narratives. When we hear a story, a complex web of neural connections is activated, allowing us to process and engage with the information uniquely and meaningfully.

When we listen to a story, the language-processing areas of our brain light up, letting us comprehend the words being spoken. At the same time, our emotional centres become active, helping us connect with the story’s characters and events. This emotional engagement makes stories powerful, allowing us to (virtually) experience different perspectives and form deep connections with others.

But it’s not just our emotional and language-processing centres that are activated when we hear a story. The visual regions of our brain also become engaged, creating mental images that let us ‘see’ the events being described unfold in our minds. This creates a sense of presence and immersion, making the story feel more real and allowing us to imagine ourselves in those situations.

Grey matters

Listening to stories triggers responses in different parts of the brains. Our prefrontal cortex is responsible for executive functions such as decision-making, problem-solving and attention. Stories activate this part of the brain as we try to make sense of the narrative and anticipate what might happen next.

At the same time, the brain’s amygdala (a structure that lies in the temporal lobe) processes emotions, particularly fear and pleasure. When we hear a story, the amygdala is activated as we experience the characters’ emotions. Meanwhile, the sensory cortex processes sensory information, such as touch, taste and sound. When we hear a story, this area of the brain is activated as we imagine the sights, sounds and sensations of the narrative.

In addition, storytelling also activates the release of certain neurochemicals, including cortisol, oxytocin and dopamine. Cortisol is released in response to stress and helps to keep us focused and engaged in a narrative, while oxytocin helps build feelings of trust and connection, and creates empathy and bonding with characters. Dopamine is released for pleasure and a sense of reward and satisfaction.

But the science of storytelling goes beyond the activation of specific areas of the brain. The narrative structure of a story also plays a vital role in changing behaviour. A well-crafted story has a clear beginning, middle and end, and includes characters we can relate to and care about. A study conducted by researchers at Princeton University found that stories which followed a traditional narrative structure were more memorable and engaging than stories that followed a non-linear structure.?

Emotional connections

The most potent aspect of storytelling for those seeking to persuade is the ability to create empathy and understanding. When we hear a story about someone else’s experiences, we are better able to understand their perspective and relate to their struggles. This creates a sense of connection and compassion, which makes us more likely to act in a supportive and helpful way.

A well-crafted story about a person who has experienced homelessness and their challenges might inspire individuals to donate to a local shelter or volunteer their time to help those in need. Similarly, a story about a family that has been impacted by climate change might motivate individuals to take action to reduce their own carbon footprint and to advocate for policy changes.

Storytelling is effective for brands and companies because it allows them to connect with their audiences on a deeper level, creating a sense of emotional engagement and relevance. It allows companies to humanise their brand, making it more relatable and memorable to customers. A narrative about how a product was invented, highlighting the challenges and successes of the process, for example, can create a sense of authenticity and transparency. This is especially important in industries in which trust in the company and its products is important.

Storytelling can also help companies to differentiate themselves from their competitors by creating a sense of identity and purpose for their brand. It can build loyalty by presenting narratives that align with the audience’s values and beliefs, enabling companies to create a sense of connection and shared values with their customers.

The key, though, is to find the right story – and tell it well.

At?7C3, we have a team of expert B2C and B2B storytellers who bring the narrative to life for brands as diverse as Sainsbury's, Allianz Trade, and EY. We have the skill to create compelling stories to generate an audience response. Why not let us tell yours? Please do get in touch if you'd like to know more: [email protected].

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