Storytelling, the art and science of sharing information via narrative, is an ancient form of communication. Human beings around the world have used storytelling to get their ideas across for a millennia. Over the ages, it has outlasted every fad, technique and notion around persuasion and discussion. And, there is a good reason for this. It works.
People are biologically hard-wired to respond to a good story. Neuroscientists have conducted brain scans on people while delivering information to them in various forms – facts, figures, stories, visuals. They discovered that facts – like product features described in a corporate binder — only reach 5 percent of a person’s brain. And, when information is shared in a narrative, it is transferred from short term memory to long term memory.*
Narratives also persuade and motivate people to act. Think about every car commercial you’ve ever seen – the sleek design zipping around a coastline with moonlight gleaming off the hood. They sell the experience of driving the car, not the new design of the steering wheel or the size of the tires. Or, what about news reports during a catastrophe like the Sandy Hook elementary school shootings, showing the local people devastated and in shock? They didn’t lead with how many classrooms were entered or the background of the shooter. Storytelling is powerful because narratives engage our robust capacity for imagination (Life could be better if I just had that new car.) and empathy (An elementary school massacre is unacceptable.).
But, how storytelling is going to help you? Whether storytelling is for entertainment purposes, educational purposes or persuasion, story is the most powerful communication tool you have. When trying to get across an idea, sell a product or service, or introduce a new strategy or way of doing something, a key question people often ask is “Why?” “Why should we do it that way?” “Why should we listen to you?” “Why are we offering that course in that way?” A story best answers these “Why?” questions because it tells us what caused the change and what’s going to happen next. A story provides context and makes it meaningful.
The more we identify with the characters and are familiar with the setting or events in a story, the more we absorb the meaning and remember the message or moral. (My Uncle had a car like that. I’ve always wanted to drive along the Pacific Coast. Maybe we should rethink how we approach gun control and mental health.) We even start thinking like the person who is telling the story. (Yes, I should have that car! I’m going to push for mental health care reform!)
Introduce storytelling into your communication and you will be heard more often, remembered, and create a greater connection to the people you are talking to. And, even more importantly, they will begin to think like you.
*John Medina, Brain Rules