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The Psychology of Stories: The Storytelling Formula Our Brains Crave
by Shane Jones
April 28, 2014 at 1:00 PM
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Told any good stories lately? No? Well you might want to start. Stories are more than simple fairy tales. Turns out, they actually alter our brains, and can even change the way we think and act. Storytelling is a community act that involves sharing knowledge and values. It's one of the most unifying elements of mankind, central to human existence, taking place in every known culture in the world. Heres the psychology behind stories, and how you can craft a story for your brand that engages your customers and drives conversions.
http://blog.hubspot.com/marketing/psychology-of-stories-storytelling-formula?utm_campaign=blog-rss-emails&utm_source=hs_email&ut... 4/28/2014
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Stories are so near and dear to us, in fact, that we even invent them when theyre not actually there. In 1944, 34 Massachusetts college students were shown a short film with two triangles and a circle moving across the screen. They were then asked to describe the scene. All but one described the movements with elaborate, human narratives, including: The two triangles were men fighting as a woman (the circle) tried to escape. The circle was worried. The circle and the little triangle were innocent young things. The big triangle felt rage and frustration. This study demonstrates our tendency to personify abstract shapes and seek ourselves in the objects around us. This is called pareidolia, or the imagined perception of a pattern or meaning where it does not actually exist. Its what happens when you see a face in an electric outlet, or when you see shapes in the clouds. Basically, were obsessed with the human story and want to hear it all the time. Why are we so in love with human stories? Because they activate our minds. Stories can activate parts of our brains that give us sensory experiences and influence our way of thinking.
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And the brain doesnt just stop at experiences. When listening to impactful stories, your brain can actually cause you to develop thoughts, opinions, and ideas that align with the person telling the story. When we tell stories to others that have really influenced our way of thinking, we can actually have the same effect on our audience, as well. The brains of the storyteller and the story listener can actually synchronize, says Princeton's Uri Hasson: By simply telling a story, [a person] could plant ideas, thoughts and emotions into the listeners brains. By telling a great story, you can actually change the way your audience thinks and even behaves with your brand.
http://blog.hubspot.com/marketing/psychology-of-stories-storytelling-formula?utm_campaign=blog-rss-emails&utm_source=hs_email&ut... 4/28/2014
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speak, and what they care about. Then you can craft a story with which they might empathize. You can use a variety of methods to interview your target market, including surveys, questionnaires, focus groups, social media, etc. Ask them questions about the things that are most important to them, such as their work, families, hobbies, and frustrations. Youre kind of working backwards in a way. By getting to know your audience, youre getting to know the main character of your story. After that, you develop your actual storyline.
http://blog.hubspot.com/marketing/psychology-of-stories-storytelling-formula?utm_campaign=blog-rss-emails&utm_source=hs_email&ut... 4/28/2014
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2. Cinderella is visited by her fairy godmother and meets her Prince Charming at the ball, leaving one of her glass slippers behind. (Middle introduces the solution, drives the plot) 3. Prince Charming uses the glass slipper to find Cinderella, and they live happily ever after. (End - reaping the benefits of the solution, bringing a sense of resolution) You can use a similar format for your company story. Take Chipotles animated short film, Back to the Start, for instance. Back to the Start depicts a farmer who realizes that he needs to change his methods if he wants to cultivate a better world. It tells the story of him going back to the start to approach farming in a more natural and sustainable way. Heres what the story looks like from a formula perspective: 1. A farmer allows his humane farm to be transformed into a factory-style farm, supplying his product to other industrial factories. (Beginning introduces the character and the problem) 2. The farmer realizes the error of his ways and wants to change. (Middle introduces the solution, drives the plot) 3. The farmer goes back toward more sustainable methods and supplies his product to Chipotle. (End - reaping the benefits of the solution, bringing a sense of resolution) The spot was Chipotles first national ad, and it won the Cannes Film Lions Grand Prix. It aired in 2012 and has gained more than 8 million views on YouTube. Why does it work so well? Because its more than an ad for a product -- its like a trailer for the brand. According to Reid Holmes, executive creative director at Campbell Mithun, longer-length online spots like Chipotles are an entertaining way to teach consumers about what you do and who you are as a brand, not just what you sell.
A-Add Details
Once youve established your framework, you need to add in some little details that give it context and make it seem more authentic. A story without personalized details fails to create context, and ultimately fails to make a connection. Thats why people are 14% more likely to interact with a personalized e-mail, and theyre 10% more likely to convert when they receive one. Dont miss the mark here. You have customers who align with your brand. Consider things they might enjoy that are non-related to your product or service, and how you can incorporate them into your story. Consider Home Depot. Though not necessarily part of a story, Home Depot does a great job adding personal details on its Twitter feed. Not only does the
http://blog.hubspot.com/marketing/psychology-of-stories-storytelling-formula?utm_campaign=blog-rss-emails&utm_source=hs_email&ut... 4/28/2014
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feed promote Home Depots deals and specials, but it also promotes nonhardware-related articles that are really successful with Home Depots clientele. Why? Because customers who align with the Home Depot brand also enjoy DIY projects, contests, and family holidays. And Home Depot knows it. For customers, this makes Home Depot seem less like a company and more like a friend with whom they have things in common. You can do this too, based off that research you gathered. Do your customers care about being healthy? Find a way to tie that in to your story. Are your customers mostly parents? Find a way to use that to your advantage. Do your customers face a common struggle thats unrelated to your product? Incorporate that into the plot somehow. This way, you can create a story that advertises your brand the way you want while staying relevant to your customers. Sounds like a recipe for conversions to me.
D-Distribute
Finally, you have to get the story out. Just like a show needs an audience, a story needs a listener. Without that audience, your story means nothing. Thanks to the internet, there are a dozen ways of distributing your story to the masses. But how do you know which outlet is the best for you? This goes back to the research step. By conducting that research in the beginning, you already gained insight as to where your target audience spends their time. Maybe a lot of your audience members spend their time networking on LinkedIn, or maybe they spend hours pinning on Pinterest. Publish your story wherever your audience can most easily randomly stumble upon it. I highly recommend making one of those places your own website -- like on your blog. This is space you own, "owned media," and is more reliable than rented space (like ads) or earned media (that you can't count on always receiving). This digital age means that you have a lot of flexibility in how you present your story, as well. You can offer articles, videos, cartoons, drawings -- anything you can think of, really, as long as it appeals to your audience. Your mission is to use the web and emerging technologies to engage your audience and drive those conversions. Stories are such a great marketing tactic because theyre so universal. Everyone loves a good story, because everyone is programmed to. Stories light up our brains and change our lives. If you tell it right, your brand story can improve peoples lives and your business at the same time.
http://blog.hubspot.com/marketing/psychology-of-stories-storytelling-formula?utm_campaign=blog-rss-emails&utm_source=hs_email&ut... 4/28/2014
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Gary Starkman
4/28/2014 9:24:48 PM
Thanks on your marvelous posting Shane! I really enjoyed reading it, you could be a great author. I will ensure that I bookmark your blog and definitely will come back very soon.
Shane Jones
Thanks Gary!
4/28/2014 9:32:35 PM
http://blog.hubspot.com/marketing/psychology-of-stories-storytelling-formula?utm_campaign=blog-rss-emails&utm_source=hs_email&ut... 4/28/2014