{"id":26310,"date":"2021-04-05T08:46:27","date_gmt":"2021-04-05T12:46:27","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26310"},"modified":"2021-04-05T08:47:07","modified_gmt":"2021-04-05T12:47:07","slug":"why-storytelling-matters-to-communicators","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/04\/why-storytelling-matters-to-communicators\/","title":{"rendered":"Why storytelling matters to communicators"},"content":{"rendered":"<h2>\u2018Transporting\u2019 stories change readers\u2019 minds<\/h2>\n<p>Have you ever been lost in a story?<\/p>\n<figure id=\"attachment_26311\" aria-describedby=\"caption-attachment-26311\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26311\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/04\/why-storytelling-matters-to-communicators\/why-storytelling-matters-to-communicators\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" data-orig-size=\"237,300\" 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-storytelling-matters-to-communicators\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Transport me&lt;\/strong&gt; When they get lost in a great story, readers are more likely to sync their attitudes with the story\u2019s content. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/book-worm-121082209&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Everett Collection&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" alt=\"Why storytelling matters to communicators\" title=\"Why storytelling matters to communicators\" width=\"237\" height=\"300\" class=\"size-full wp-image-26311 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 237px; --smush-placeholder-aspect-ratio: 237\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26311\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/04\/why-storytelling-matters-to-communicators\/why-storytelling-matters-to-communicators\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" data-orig-size=\"237,300\" 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-storytelling-matters-to-communicators\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Transport me&lt;\/strong&gt; When they get lost in a great story, readers are more likely to sync their attitudes with the story\u2019s content. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/book-worm-121082209&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Everett Collection&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/why-storytelling-matters-to-communicators.png\" alt=\"Why storytelling matters to communicators\" title=\"Why storytelling matters to communicators\" width=\"237\" height=\"300\" class=\"size-full wp-image-26311\" \/><\/noscript><figcaption id=\"caption-attachment-26311\" class=\"wp-caption-text\"><strong>Transport me<\/strong> When they get lost in a great story, readers are more likely to sync their attitudes with the story\u2019s content. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/book-worm-121082209\" rel=\"noopener\" target=\"_blank\"><em>Image by Everett Collection<\/em><\/a><\/figcaption><\/figure>\n<p>Have you ever looked up and found that hours, not minutes, have passed since you turned on your Kindle and that you are in fact in your own bedroom and not at the palace, about to be crowned queen?<\/p>\n<p>Have you ever rewritten the end of a story in your mind, so that, say, Nick and Daisy get together at the end of <em>The Great Gatsby<\/em>?<\/p>\n<p>Have you ever thought to yourself, \u201cC\u2019mon, Khaleesi, let\u2019s saddle up those dragons and go show the Baratheons how a real royal rules Westeros\u201d \u2014 even though you know that dragons don\u2019t exist, and neither, for that matter, do Westeros, the Baratheons or Khaleesi?<\/p>\n<p>Researchers call that being \u201ctransported\u201d through story. And when you transport readers through stories, you can help them see the world differently.<\/p>\n<p>You can even make them change their minds.<\/p>\n<h3>Transporting stories are more credible.<\/h3>\n<p>Or so say researchers Melanie C. Green and Timothy C. Brock, two members of the Department of Psychology at Ohio State University. They posit that:<\/p>\n<ul>\n<li><strong>The attitudes we form through direct experience are more powerful<\/strong><br \/>\n\tthan those we form through intellectual enterprise (Fazio &amp; Zanna, 1981).<\/li>\n<li><strong>Stories give us the feeling of real experience<\/strong> without the suspicions that overtly promotional messages raise.<\/li>\n<li><strong>The more a story transports us, the more likely we are to be persuaded by it<\/strong> \u2014 even if the story doesn\u2019t explicitly state a position. (And when you\u2019re absorbed in the story, you don\u2019t want to stop and analyze the positions it takes.)<\/li>\n<\/ul>\n<p>In fact, one study showed that transported readers were more likely to buy even ridiculous claims \u2014 \u201cmental illness is contagious,\u201d for instance \u2014 when they absorbed them through story (Gerrig and Prentice, 1991).<\/p>\n<h3>\u2018Murder at the mall\u2019<\/h3>\n<p>To study their hypothesis, Green and Brock asked study participants to read \u201cMurder at the Mall,\u201d the true story of a little girl, Katie, who goes to the mall with her college-age sibling. While at the mall, Katie is brutally stabbed to death by a psychiatric patient.<\/p>\n<p>The story, the researchers say, \u201cis moving and shocking.\u201d<\/p>\n<p><strong>Transportation test<\/strong>. First, Green and Brock determined how much the story transported readers via a true-or-false checklist that included statements like:<\/p>\n<ul>\n<li>While I was reading the narrative, <strong>I could easily picture the events in it taking place<\/strong>.<\/li>\n<li><strong>I could picture myself in the scene<\/strong> of the events described in the narrative.<\/li>\n<li><strong>I found myself thinking of ways the narrative could have turned out differently<\/strong>.<\/li>\n<\/ul>\n<p><strong>Attitude test<\/strong>. Then the researchers asked participants to share their attitudes about violence and mental illness with questions like this:<\/p>\n<ul>\n<li><strong>\u201cSomeone is getting stabbed to death somewhere in the USA \u2026\u201d<\/strong> Responses ranged from every 10 minutes to every month.<\/li>\n<li><strong>\u201cThe likelihood of a stabbing death at an Ohio mall is \u2026\u201d<\/strong> Responses ranged from once every 50 years to once every week.<\/li>\n<li><strong>True or false: \u201cPsychiatric patients who have passes to leave their institution<\/strong> should be supervised.\u201d<\/li>\n<\/ul>\n<h3>Transporting stories are more credible.<\/h3>\n<p>Green and Brock learned some interesting things from the study: Women, for instance, are more likely to be transported by stories than men. And people are just as likely to adapt their positions to the story whether they believe it\u2019s fact or fiction.<\/p>\n<p>But the real bottom line is this: The more the story transported readers, the more likely they were to sync their attitudes with the story.<\/p>\n<p>Are you trying to move your readers with facts and figures? Why not transport them \u2014 through story \u2014 instead?<\/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: Melanie C. Green and Timothy C. Brock, \u201c<a href=\"http:\/\/psycnet.apa.org\/index.cfm?fa=buy.optionToBuy&amp;id=2000-00920-003\" target=\"_blank\" rel=\"noopener\">The Role of Transportation in the Persuasiveness of Public Narratives<\/a>\u201d (PDF), <em>Journal of Personality and Social Psychology<\/em>, No. 79, 2000; pp. 701- 21<\/p>\n<p>Chip Heath and Dan Heath, <em>Made to Stick: Why Some Ideas Survive and Others Die<\/em>, Random House Publishing Group, 2007<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2018Transporting\u2019 stories change readers\u2019 minds<\/p>\n","protected":false},"author":6,"featured_media":26311,"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":[],"class_list":{"0":"post-26310","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-storytelling","8":"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 storytelling matters to communicators<\/title>\n<meta name=\"description\" content=\"Transport me: When they get lost in a great story, readers are more likely to sync their 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