According to an article in Psychology Today about a storytelling experiment, when someone tells a story, the experience is transferred directly to the listener’s brain.
The listeners feel what you feel. They empathise. What’s more, when communicating most effectively, you can get a group of people’s brains to synchronise their activity. As you relate someone’s desires through a story, they become the desires of the audience. When trouble develops, they gasp in unison, and when desires are fulfilled they smile together.
For as long as you’ve got your audience’s attention, they are in your mind. When you hear a good story, you develop empathy with the teller because you experience the events for yourself. This makes sense. Stories should be powerful.
With a good story behind your brand, you capture the audience’s attention and hold it in your hand. Read about the power of stories in a great article from Aeon Magazine.
“Across time and culture, stories have been agents of personal transformation—in part because they change our brains.”