The Science Of
Storytelling
MAKE YOUR CLIENT YOUR MAIN CHARACTER
BY : JENNY DUNNE MARKETING COORDINATOR , STEEL PLUS NETWORK
veryone loves a good story .
When someone finds a story that resonates with them , their brain increases the production of oxytocin . A study at Princeton University found that “ during successful communication , speakers ’ and listeners ’ brains exhibit joint , temporally coupled , response patterns .” 1 In simpler terms , when you hear a good story , your brain reacts as if you were experiencing the events yourself . Positive stories release the pleasure hormone dopamine , and scary or stressful stories fill the brain with cortisol , making the reader feel they could be in danger .
Humans are compassionate beings . We gravitate toward people , communities , and brands that make us feel good .
The most popular forms of media tell good stories . There is a reason so many people love franchises such as Harry Potter , The Avengers , and Star Wars . These stories scientifically cultivate emotion . The audience puts themselves in the character ’ s shoes , forging a deep connection with the brand and other audience members . Successful marketing does the same .
There is a misconception that marketing is a one-way transaction — a company creates a message , pastes it on a billboard , and your customer sees it . Instead of promoting yourself , put your customer in the narrative .
GOOD MARKETING MAKES YOUR CUSTOMER THE MAIN CHARACTER , NOT YOUR COMPANY .
Instead of telling your story , tell your customer ’ s story . Let your product or service revolve around them . In this way , you create a personal connection with your audience . How does interacting with your company enhance their life ?
One of my favourite marketing campaigns is from Airbnb . Airbnb shared a customer ’ s story about her father , a border guard on the west side of the Berlin Wall . The family immigrated to Denmark before the Wall fell and her father never got to see the city undivided . In 2012 , the man ’ s daughter booked a trip to Berlin to show her father the unified city Berlin had become . After arriving at their Airbnb apartment in East Berlin and chatting with the owner , they realized both men had been border guards on opposite sides of the Berlin Wall . The father formed an unexpected friendship with the former
guard , releasing the hold the division of the Berlin Wall had had on him all those years .
This campaign was successful because it captured the values of Airbnb : travel , community , and belonging . The ad didn ’ t feel like an ad . It felt like a great story .
When you create your next marketing campaign , tell your target audience ’ s story . Make your client your main character . After all , everyone loves a good story . It ’ s science .+
WAYS TO WEAVE STORYTELLING INTO YOUR ONLINE BRAND :
1 . About Us page 2 . Employee profiles 3 . Testimonials 4 . Event overview 5 . Project highlights
1 . Stephens , G . J ., Silbert , L . J ., Hasson , U ., & Gross , C . G . ( 2010 ). “ Speaker – listener neural coupling underlies successful communication .” Proceedings of the National Academy of Sciences of the United States of America , 107 ( 32 ), 14425 – 14430 .
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