There’s been a lot of discussion about the importance of story in business. But decades of research has shown that not just any narrative will do. It’s personally engaging narratives that have the power. Here’s how to bring the power of story into your social media mix and firmly plant your brand’s values into your readers’ memory.
Human minds rely on story to understand and remember
Quickly: Pick a favorite scene from the movie, “Star Wars.” No matter how long it’s been since you’ve seen it, I’m sure you can remember at least a dozen details—who the characters were in the scene, what they were wearing, what they were doing. Maybe even colors or sounds.
That’s an example of the power of personally-engaging stories. After generating more than 800 scientific studies across 15 disciplines, researchers all agree that stories are the most effective way to communicate facts and concepts—and to anchor those concepts into memory.
Not just any story will do