{"id":2668,"date":"2018-10-31T11:16:00","date_gmt":"2018-10-31T11:16:00","guid":{"rendered":"https:\/\/blueskyvideomarketing.com\/?p=2668"},"modified":"2023-11-08T14:06:28","modified_gmt":"2023-11-08T14:06:28","slug":"45-why-storytelling-works","status":"publish","type":"post","link":"https:\/\/blueskyvideomarketing.com\/blog\/45-why-storytelling-works\/","title":{"rendered":"Why storytelling works"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2668\" class=\"elementor elementor-2668\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4abe85a2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4abe85a2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-198a5b72\" data-id=\"198a5b72\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d40dd97 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"5d40dd97\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Why storytelling works<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33552a7c elementor-widget elementor-widget-post-info\" data-id=\"33552a7c\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-6493431 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/author\/blueskyvideo\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tPeter Craven\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-68f982b elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/2018\/10\/31\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\tOctober 31, 2018\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-72c708f elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-clock\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-time\">\n\t\t\t\t\t\t\t\t\t\t11:16 am\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-ad48356 elementor-inline-item\" itemprop=\"commentCount\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/45-why-storytelling-works\/#respond\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far 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class=\"elementor-element elementor-element-dd4ca88 elementor-widget elementor-widget-image\" data-id=\"dd4ca88\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"360\" src=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-11.16.23.png\" class=\"attachment-large size-large wp-image-2669\" alt=\"\" srcset=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-11.16.23.png 721w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-11.16.23-300x169.png 300w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-11.16.23-600x338.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-63037288 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"63037288\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-14b0f327\" data-id=\"14b0f327\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6871b228 elementor-widget elementor-widget-text-editor\" data-id=\"6871b228\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p class=\"blog__summary\" style=\"margin-top: 20px; margin-bottom: 20px; font-size: 24px; font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif;\">Storytelling is a word that is appearing more frequently in recent times and there are those who will write it off as another example of marketing &#8216;fluff&#8217;. Those people could not be more wrong.<\/p><div class=\"wysiwyg\" style=\"font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-size: 19px;\"><p style=\"margin-bottom: 22px;\">There is science behind why we&#8217;re all suckers for a really good story and by taking some time to understand it and examine the key components of a good story we can significantly enhance our own marketing efforts and the engagement and results that we&#8217;re able to deliver.<\/p><p style=\"margin-bottom: 22px;\">A quick online search for &#8216;why storytelling works&#8217; returns no fewer than 13 million results.<\/p><p style=\"margin-bottom: 22px;\">For the purposes of this blog I&#8217;ve summarised some of my favourite observations from just a few of the reports and articles available on the subject.<\/p><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">Why your brain loves good storytelling<\/h2><p style=\"margin-bottom: 22px;\">There was an article from a guy called Paul J Zak pubished in the Harvard Business Review in 2014 under this heading and it&#8217;s very revealing.<\/p><p style=\"margin-bottom: 22px;\">And Paul has some credibility in this space. He&#8217;s Founding Director of the Center for Neuroeconomics Studies and a Professor of economics, psychology and management at Claremont Graduate University.<\/p><p style=\"margin-bottom: 22px;\">He&#8217;s also author of a book called The Trust Factor: The Science of Creating High Performance Companies.<\/p><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">Here comes the science<\/h2><p style=\"margin-bottom: 22px;\">Paul Zak outlines the role that the neurochemical, oxytocin, plays in motivating cooperation with others.<\/p><p style=\"margin-bottom: 22px;\">Oxytocin produces a &#8220;it&#8217;s safe to approach others&#8221; signal in our brains. When this chemical is produced, our sense of empathy is enhanced &#8211; our ability to experience the emotions of others.<\/p><p style=\"margin-bottom: 22px;\">Paul&#8217;s work went on to discover that narrative shot on video rather than face to face was as effective at causing oxytocin synthesis.<\/p><p style=\"margin-bottom: 22px;\">This in itself goes a long way to explaining why video works so well as a communication medium. We are effectively able to inpsire the same reactions from people watching a video as we can when we are involved in a face to face communication.<\/p><p style=\"margin-bottom: 22px;\">This offers us all a huge opportunity to scale our businesses through a clear definition of our reason for existing and the problems that we are solving for our customers.<\/p><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">So what does a good story look like?<\/h2><p style=\"margin-bottom: 22px;\">The article in the Harvard Business Review goes on to talk about the structure of the story you are telling being a key factor in its effectiveness. Paul says this:<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\"><em>&#8220;In order to motivate a desire to help others, a story must first sustain attention &#8211; a scarce resource in the brain &#8211; by developing tension during the narrative. If the story is able to create that tension then it is likely that attentive viewers \/ listeners will come to share the emotions of the characters in it and after it ends will likely continue mimicking the feelings and behaviours of those characters.&#8221;<\/em><\/h3><p style=\"margin-bottom: 22px;\">Think for a second about the structure of the last movie you watched, the last book you read, your favourite TV drama.<\/p><p style=\"margin-bottom: 22px;\">It was most likely the tension within that story that kept you hooked.<\/p><p style=\"margin-bottom: 22px;\">Who is going to get voted off Bake Off this week?<\/p><p style=\"margin-bottom: 22px;\">Whether it&#8217;s the love interest that you hope works out (John &amp; Kayleigh in Car Share?)<\/p><p style=\"margin-bottom: 22px;\">The impending disaster that is so narrowly avoided (Speed with Keanu Reeves &#8211; Yes, you stuck with the story in a Keanu Reeves movie. That should be all the evidence you need.)<\/p><p style=\"margin-bottom: 22px;\">Or the triumph of the underdog when all the odds were stacked against them (Rocky?)<\/p><p style=\"margin-bottom: 22px;\">It&#8217;s that tension that leads you to conclude that it was a great TV programme, film, book.<\/p><p style=\"margin-bottom: 22px;\">And if you didn&#8217;t rate the last film, TV programme or book that you consumed then the chances are that the tension wasn&#8217;t sufficient to sustain your attention &#8211; it wasn&#8217;t engaging enough to produce the levels of oxytocin required to inspire you to action.<\/p><p style=\"margin-bottom: 22px;\">So what&#8217;s your story?<\/p><p style=\"margin-bottom: 22px;\">Why should anyone care?<\/p><p style=\"margin-bottom: 22px;\">And where&#8217;s the tension?<\/p><p style=\"margin-bottom: 22px;\">Paul Zak wraps up his article by saying<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\"><em>&#8220;When you want to motivate, persuade or be remembered, start with a story of human struggle and eventual triumph. It will capture people&#8217;s hearts &#8211; by first attracting their brains.&#8221;<\/em><\/h3><p style=\"margin-bottom: 22px;\">There is lots more information available to support this and one of my favourite examples comes from an experiment carried out at Stanford&#8217;s Graduate School of Business.<\/p><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">Make yourself memorable<\/h2><p style=\"margin-bottom: 22px;\">Jennifer Aaker is a Marketing Professor at Stanford Graduate School and back in 2014 she had each of her students give a 1 minute pitch.<\/p><p style=\"margin-bottom: 22px;\">9 of the 10 pitches were dominated by facts and figures to support the argument being made or the position being taken &#8211; while only 1 of the 10 used a human story to make the case.<\/p><p style=\"margin-bottom: 22px;\">On being asked to write down everything that they remembered about each pitch only 5% were able to cite a statistic &#8211; while a huge 63% remembered the story that they had been told.<\/p><p style=\"margin-bottom: 22px;\">Commenting on the results, Jennifer Aaker said<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\"><em>&#8220;Research shows our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories. A story is a journey that moves the listener, and when the listener goes on that journey they feel different and the result is persuasion and sometimes action.&#8221;<\/em><\/h3><p style=\"margin-bottom: 22px;\">These are just 2 examples of the 13 million articles you can find on why storytelling works so there&#8217;s plenty more out there if you still need to be convinced.<\/p><p style=\"margin-bottom: 22px;\">If you&#8217;re sold on the idea what are you going to do next to build your own powerful brand story?<\/p><p style=\"margin-bottom: 22px;\">Read More:<\/p><p style=\"margin-bottom: 22px;\"><a style=\"color: #197dc4;\" title=\"Why your brain loves good storytelling\" href=\"https:\/\/hbr.org\/2014\/10\/why-your-brain-loves-good-storytelling\">Paul J Zak &#8211; Why Your Brain Loves Good Storytelling (HBR website)<\/a><\/p><p style=\"margin-bottom: 22px;\"><a style=\"color: #197dc4;\" title=\"The Trust Factor by Paul Zak\" href=\"https:\/\/www.amazon.co.uk\/Trust-Factor-Creating-High-Performance-Companies\/dp\/0814437664\">Paul J Zak &#8211; The Trust Factor: The Science of Creating High Performance Companies<\/a><\/p><p style=\"margin-bottom: 22px;\"><a style=\"color: #197dc4;\" title=\"Science of Storytelling\" href=\"https:\/\/www.theguardian.com\/media-network\/media-network-blog\/2014\/aug\/28\/science-storytelling-digital-marketing\">The Guardian &#8211; Science of Storytelling and how to use it in your marketing<\/a><\/p><\/div><div class=\"wysiwyg\">\u00a0<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-33dacb78 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"33dacb78\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5494d4cb\" data-id=\"5494d4cb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82e135 elementor-widget elementor-widget-button\" data-id=\"82e135\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/blog\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-chevron-left\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Back to Blog<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Storytelling is a word that is appearing more frequently in recent times and there are those who will write it off as another example of marketing &#8216;fluff&#8217;. Those people could not be more wrong. There is science behind why we&#8217;re all suckers for a really good story and by taking some time to understand it [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2669,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why storytelling works | blueskyvideomarketing.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blueskyvideomarketing.com\/blog\/45-why-storytelling-works\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why storytelling works | blueskyvideomarketing.com\" \/>\n<meta property=\"og:description\" content=\"Storytelling is a word that is appearing more frequently in recent times and there are those who will write it off as another example of marketing &#8216;fluff&#8217;. 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