{"id":26307,"date":"2021-04-05T07:58:40","date_gmt":"2021-04-05T11:58:40","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26307"},"modified":"2021-04-11T10:13:30","modified_gmt":"2021-04-11T14:13:30","slug":"why-is-storytelling-important-in-persuasion","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/04\/why-is-storytelling-important-in-persuasion\/","title":{"rendered":"Why is storytelling important in persuasion?"},"content":{"rendered":"<h2>Narrative is a powerful communication tool<\/h2>\n<p>When you read this passage, can you feel your brain lighting up?<\/p>\n<figure id=\"attachment_26308\" aria-describedby=\"caption-attachment-26308\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26308\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/04\/why-is-storytelling-important-in-persuasion\/why-is-storytelling-important-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-is-storytelling-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Why storytelling?&lt;\/strong&gt; Storytelling builds emotional connections. That makes your messages more engaging, easier to understand, easier to believe and more.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png\" alt=\"Why is storytelling important in persuasion?\" title=\"Why is storytelling important in persuasion?\" width=\"450\" height=\"300\" class=\"size-full wp-image-26308 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26308\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/04\/why-is-storytelling-important-in-persuasion\/why-is-storytelling-important-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-is-storytelling-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Why storytelling?&lt;\/strong&gt; Storytelling builds emotional connections. That makes your messages more engaging, easier to understand, easier to believe and more.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png\" alt=\"Why is storytelling important in persuasion?\" title=\"Why is storytelling important in persuasion?\" width=\"450\" height=\"300\" class=\"size-full wp-image-26308\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-is-storytelling-important-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-26308\" class=\"wp-caption-text\">Why storytelling? Storytelling makes your messages more engaging, easier to understand, easier to believe and more. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/whats-your-text-typed-on-paper-1067782139\" rel=\"noopener\" target=\"_blank\"><em>Image by gerasimov_foto_174<\/em><\/a><\/figcaption><\/figure>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Frank and Joe Hardy clutched the grips of their motorcycles and stared in horror at the oncoming car. It was careening from side to side on the narrow road.<\/p>\n<p>\u201cHe\u2019ll hit us! We\u2019d better climb this hillside \u2014 and fast!\u201d Frank exclaimed, as the boys brought their motorcycles to a screeching halt and leaped off.<\/p>\n<p>\u201cOn the double!\u201d Joe cried out as they started up the steep embankment.<\/p><\/div>\n<p>When you read these opening lines of <em>The Tower Treasure<\/em>, a Hardy Boys novel first published in 1927, different parts of your brain activate to supply different elements of the story:<\/p>\n<p>Your brain lights up when reading stories.<\/p>\n<ul>\n<li><strong>One group of neurons lights up to provide the story\u2019s sense of space and movement<\/strong> (the careening car on a narrow road).<\/li>\n<li><strong>Motor neurons flash when the characters clutch the grips<\/strong> or otherwise grasp objects.<\/li>\n<li><strong>Neurons involved in eye movement activate when characters navigate<\/strong> their world.<\/li>\n<li><strong>Yet another group of neurons ramps up when you read about the characters\u2019 goals<\/strong> (climbing to safety).<\/li>\n<\/ul>\n<p>Or so say Jeffrey Zacks and his team of psychologists at Washington University in St. Louis. They used a brain scanner to see which regions lit up as participants read different parts of a story.<\/p>\n<h5>\u201cI like a good story well told. That is the reason I am sometimes forced to tell them myself.\u201d<\/h5>\n<h6>\u2014 Mark Twain<\/h6>\n<p>\u201cIf you pick up a can of soda, your brain goes through a whole cascade of processes having to do with the motor commands to your arms,\u201d Zacks says. \u201cWhat it looks like to grab the soda can, what it feels like in your hand and arms. \u2026<\/p>\n<p>\u201cAnd what we found is that as people are lying in the scanner reading about picking up a can of soda \u2026, their brain processes differ in ways that are similar to the differences that we see in responses to real experiences.\u201d<\/p>\n<p>Why is storytelling important? Because stories:<\/p>\n<h3>1. Grab and keep audience attention.<\/h3>\n<p>Each day, Americans face the data equivalent of 174 newspapers, ads included.<\/p>\n<p>In this environment, communicators must work hard to grab and keep our audience members\u2019 attention. One way to do that is through storytelling.<\/p>\n<p>Consider NPR\u2019s \u201cdriveway moments\u201d \u2014 stories that are so interesting, they compel their listeners\u2019 rapt attention, no matter what else is competing for their time. The ice cream may be melting, the babysitter may be waiting \u2026 but NPR has your attention until the very end of the piece.<\/p>\n<p>Plus, <a href=\"https:\/\/www.wyliecomm.com\/2021\/04\/why-storytelling-matters-to-communicators\/\">stories transport readers<\/a>.<\/p>\n<h3>2. Make messages easier to understand.<\/h3>\n<p>Stories are concrete. They transform abstract concepts \u2014 such as the benefits of your products or services \u2014 into real-life, human examples that readers can wrap their minds around. That makes stories easier to understand than piles of facts.<\/p>\n<p>When people are confused by information, they turn to stories. When readers face complicated financial data, for instance, <a href=\"https:\/\/revvingupreadership.com\/2010\/06\/create-a-sceneario\/\" target=\"_blank\" rel=\"noopener\">they often make up scenarios to help them \u201csee\u201d the topic in action<\/a>, according to a study conducted at Carnegie Mellon University. That helps readers understand the facts.<\/p>\n<p>In another study, <a href=\"http:\/\/www.cep.ucsb.edu\/relevance.pdf\" target=\"_blank\" rel=\"noopener\">participants who were given a story got the highest scores ever recorded on the Wason Selection Test<\/a>, one of the most famous tests of detective reasoning. Fewer than 10% of people pass the test. But when the researcher turned the test into a mystery story and transformed participants into amateur detectives, or characters within the story, 70% to 90% of participants passed the test.<\/p>\n<h3>3. Increase credibility.<\/h3>\n<p>It\u2019s counterintuitive but true: People believe information more readily if it\u2019s delivered in a story rather than through statistics, according to Peg C. Neuhauser\u2019s <em>Corporate Legends and Lore<\/em>.<\/p>\n<p>Why?<\/p>\n<ul>\n<li><strong>Readers connect with the people in stories<\/strong>. Call it the Peer Principle of Persuasion: People believe that if something worked for someone else, it will work for them, too.<\/li>\n<li><strong>Readers are cynical about numbers<\/strong>. Audience members know that organizations can twist numbers to say whatever the organization wants them to say.<\/li>\n<\/ul>\n<p>But that doesn\u2019t mean it never makes sense to use statistics. In fact, one very credible combination is to:<\/p>\n<ul>\n<li><strong>Lead with an anecdote<\/strong> that illustrates your point.<\/li>\n<li><strong>Follow up with a statistic<\/strong> that demonstrates the scope of the issue.<\/li>\n<\/ul>\n<p>Stories told with statistics make both more powerful.<\/p>\n<h3>4. Engage readers.<\/h3>\n<p>Readers are far from passive consumers of stories. Indeed, when the story is vivid enough, our brains behave more like they\u2019re acting than reading. That makes reading a dramatic narrative more like imagining a vivid event \u2014 or even remembering a real-life experience.<\/p>\n<p>\u201cWhen they\u2019re reading the story, they\u2019re building simulations in their head of events that are described by the story,\u201d Zacks says. \u201cAnd so, there\u2019s an important sense that as they build that simulation that it\u2019s significantly like being there.<\/p>\n<p>\u201cWe\u2019re used to thinking that virtual reality is something that involves fancy computers and helmets and gadgets. But what these kind of data suggest is that language itself is a powerful form of virtual reality, that there\u2019s an important sense in which when we tell each other stories that we can control the perceptional processes that are happening in each other\u2019s brains.\u201d<\/p>\n<p>No wonder readers understand vivid stories faster and remember them longer.<\/p>\n<h3>5. Makes messages more memorable.<\/h3>\n<p>Storytelling makes readers more likely to:<\/p>\n<ul>\n<li><strong>Remember<\/strong> what they\u2019ve read<\/li>\n<li><strong>Act on<\/strong> the information<\/li>\n<li><strong>Make good decisions<\/strong> based on the information<\/li>\n<\/ul>\n<p>That\u2019s according to research by University of Oregon professors Judith Hibbard and Ellen Peters. They found that narrative was more effective than:<\/p>\n<ul>\n<li>Charts<\/li>\n<li>Tables<\/li>\n<li>Graphs<\/li>\n<li>Simple assertions<\/li>\n<\/ul>\n<p>And <a href=\"https:\/\/revvingupreadership.com\/2010\/06\/dont-be-afraid-of-negative-stories\/\" target=\"_blank\" rel=\"noopener\">negative stories outperform positive ones<\/a>, according to the study.<\/p>\n<h3>6. Goes viral.<\/h3>\n<p>Want readers to spread the word about your story? Awe-inspiring stories and narratives are more likely to get shared.<\/p>\n<h3>7. Move people to act.<\/h3>\n<p>Storytelling changes jurors\u2019 minds, helps people decide and moves people to give to charity, according to the research.<\/p>\n<h3>Why storytelling?<\/h3>\n<p>Storytelling is \u201cthe most powerful form of human communication,\u201d according to Neuhauser.<\/p>\n<p>Are you crafting stories that get your audience members to pay attention, understand, remember and act on your messages?<\/p>\n<div id='MC-ST' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-19\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds in our <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Sources: \u201c<a href=\"http:\/\/www.npr.org\/templates\/story\/story.php?storyId=100109043\" target=\"_blank\" rel=\"noopener\">Reading Creates \u2018Simulations\u2019 In Minds<\/a>,\u201d NPR, Jan. 31, 2009<\/p>\n<p>Roger Dooley, \u201c<a href=\"http:\/\/www.neurosciencemarketing.com\/blog\/articles\/your-brain-on-stories.htm\" target=\"_blank\" rel=\"noopener\">Your Brain on Stories<\/a>,\u201d Neuromarketing, Jan. 21, 2010<\/p>\n<p>Wray Herbert, \u201cThe Narrative in the Neurons,\u201d We\u2019re Only Human, Association for Psychological Science, July 14, 2009<\/p>\n<p>Judith H. Hibbard and Ellen Peters, \u201cSupporting Informed Consumer Health Care Decisions: Data Presentation Approaches that Facilitate the Use of Information in Choice,\u201d <em>Annual Review of Public Health<\/em>, vol. 24, 2003<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Narrative is a powerful communication tool<\/p>\n","protected":false},"author":6,"featured_media":26308,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[66],"tags":[12975,12976,231],"class_list":{"0":"post-26307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-storytelling","8":"tag-communication-tool","9":"tag-narrative","10":"tag-storytelling","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why is storytelling important in persuasion?<\/title>\n<meta name=\"description\" content=\"Why storytelling? 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