A Science Based Storytelling Approach That Gets Results
Why SHOULD we even use storytelling ?
Simply put stories are a millennia-old way of transmitting information. Stories are important because they create images in the mind which, in turn, lead people to experience empathy.
If you want customers to remember you AND build a strong emotional connection to your brand, stories are the way forward.
Developing a character
Character with flaws
It’s in choosing a character’s flaws where you find the recipe for a spellbinding story.
Those flaws will determine how easy or difficult the character's journey to achieve thier goals will be.
A well-drawn character with flaws, personality quirks, and a unique worldview, will make a stimulating plot.
Cultural influences
When our beliefs are solidified, we spend our entire life defending them.
Confronting opposing world views is so unsettling to us that it feels the same as being physically attacked.
Goals
We look for meaningful and controllable goals. So, we enjoy reading about characters who act toward such goals.
You can make your character more interesting by making him/her want something consciously, but need something subconsciously.
Personality
Personality is another key element of a well-drawn character, it comprises five main categories:
conscientiousness,
neuroticism,
openness,
agreeableness
extraversion.
Elements to consider to create a great story
Curiosity
Due to our necessity to understand the minds of others, a good story should always have us wondering who a character really is.
Unexpected situations
A good story has to include unexpected changes that test the character core beliefs.
Good Dialogue
A good dialogue is fundamental to reveal information.
It works on two levels, offering plot-developing information as well as telling your audience something about the character’s background, personality and emotions.
Tools for an engaging story
Give just the necessary information
Arouse the brain’s curiosity by giving away just enough information. Our brains want to fill in gaps in information, especially as they gain more knowledge.
Use of language
Our experience of something is highly influenced by how it is described. Poetic descriptions cause a frenzy of activity in our brains.
Also, metaphors are one of our favorite types of description. They evoke powerful associations that create a more vivid experience for your audience.
We like the Underdogs!
Most good stories are ultimately about a change in status.
Researchers have observed that people’s physical and mental well-being seem to depend on the status given to them by others
We identify with those with lower status, we see ourselves as the underdog, so we root for them and wish to see those with higher status “put in their place”.
Stories can give us the ability to empathize with characters by “transporting” us into their brains.
Research shows that when we are really sucked into a story, our attitudes and beliefs are more susceptible to change so it a great way to persuade people to buy your product.