It is not a secret to anyone that storytelling is a key tool for both brands and advertisers to connect with their consumers and, therefore, increase their sales. "Stories do not only move people, they also move products", said Ilya Vedrashko, SVP and Research Director at Origin, Hill Holliday's consumer research arm.
But the effectiveness of the stories isn't learned in the communication or marketing classes, but in the sciences: oxytocin, a hormone generated in the hypothalamus, is released when we feel empathetic towards the characters of a story.
We are a social species, which depends on the community to survive. Therefore, our "reptilian brain" reacts with oxytocin and acts instinctively by identifying a positive or negative feeling by alerting us to the events that occur during the story.
If we see it from a scientific point of view, a good story generates oxytocin in those who read or experience it.
But let's put science aside for a moment and let's take a look to the pillars and tasks to make a good story:
4 pillars that every good story should have
Every good story must have things that are familiar to us. Our brain tends to reject what is too weird, this is why it's difficult for us to feel comfortable with a story that is to external to us.
We are fascinated by stories that closer to us, even in an intellectual level: why do some science fiction stories succeed? Because no matter how crazy they are, if they include something that we can relate to, they will be successful. Think of the familiar plot of Star Wars or the situations in Black Mirror.
The more empathic a plot, the more likely we are to get hooked on it. Another example: Buzzfeed. This site loves to create 100% empathetic stories, but it does not always go to the general (although it could work, "10 things you fell familiar with if you have a Mexican mom"), but, in general, it goes to specific subjects, looking to become viral not so much because you have lived it, but because you know someone who actually has (for example "10 signs that you went to a religious college").
Empathy is nothing if it is always the same or if it always speaks about boring contexts. That's why newness is so important, our brain lights up when we see something new, and we pay attention easily because we are curious by nature.
This is related to our own instinct because when our species lived in caverns, they didn't know if each new thing was a potential threat, that's why the newness forced them to be 100% alert, a behavior that we have inherited.
But careful: if something is too "new" for us, it becomes too confusing for our brain. You shouldn't forget the point 1 since it isn't about frightening people or disinteresting them.
Remember what we said above. The characters or situations in your story should show a certain distance between what is and what they want. The key in your plot is to create something that closes that distance but suddenly tell something that opens it again, maybe even more than it was in the beginning. Do this many times. This "push and pull" will keep your audience attentive and keep you alert all the time.
Do not distract people with showy words or too technical to presume that you know what you are talking about or that you are better than your competition. The most successful writers speak to people with a colloquial language that we can all understand. If you use this approach, you will avoid distractions, confusion, and noise in communication, aspects that cause your story to lose its fluidity.
6 tasks to tell a significant story
Now that you have clear the 4 pillars to have a good story, it is time to analyze these 6 tasks that you must use to build it.
Create emotions.
The most powerful weapon you have when talking about storytelling is to customize everything. Use personal stories in your messages to amplify them. If your ideas are connected to those of your audience, you will have more opportunities to create emotional connections. Remember that people are always making decisions based on their feelings.
Grow your appearance.
Use integrated visual tools that maximize your plot: videos, photos, animations. Catch people attention with great formats.
Make it easy to share.
Use platforms that allow your stories to be easily shared. Social networks are the format by excellence to achieve it. Not all of it has to work in the same way. You can also create an inspirational call to action.
Do everything with quality.
You can help your story with photos, videos, influencers, social networks, etc. If it isn't catchy, or has substance and quality, your efforts will do nothing. If it is consistent, timely and relevant, it will have more impact and will gain strength over time, because it will probably go viral. Do not spam your audience with nonsense or junk content..
Be real and authentic.
Remember that we are in 2018 and people are not as "innocent" as before. Hypocrisy and falsehood are detected kilometers away. Use stories of people who have really used your product or service, be genuine, do not lie to your audience. When a brand history is honest, it is credible and, therefore, it is easier to feel closer to it.
The 5 prototypical elements of the stories
Don't forget the fact that prototypical stories (from antiquity) are constructed from these elements: