Why Storytelling?
Did you know that humans are wired for storytelling? It’s literally encoded into the way our brains have processed information since the Stone Age.
It makes sense: If I can remember the story of how my cousin screamed in pain when he touched fire, I can understand that I might also not enjoy touching fire. It’s a survival mechanism. (And to be sure, the image of someone reaching toward a flame and then jumping backwards in agony is a lot more memorable than just being told “fire is dangerous”.)
Stories continue to play a major role in how we think and make decisions today. In fundraising, for instance, studies have shown that donors give more when they connect with the story of one person in need. One hungry child is more compelling than a statistic about the millions of people hunger affects.
“‘If I look at the mass, I will never act. If I look at the one, I will.”
The same is true for consumers making purchasing decisions. There are opportunities for good storytelling on every level of the marketing funnel–from memorable ads and user testimonials, to an engaging website, to the packaging right on an item itself.
Let’s say I’m standing in the dairy aisle of the grocery store trying to choose a brand of yogurt, for instance. I glance at the offerings and immediately notice one logo that looks familiar.
Maybe it was a compelling commercial that I saw about their high standards for humane animal treatment–or perhaps a friend posted a pic on Instagram of her new #breakfastgoals with this package in the background.
I pick up the container, and there’s a charming story on the back about the family that has owned the brand for generations.
All things considered, I’m probably going to choose that yogurt! I might even be willing to pay more for it.
And you know what else? If it tastes good, I might post my own Insta snapshot and tell all my friends they need to try it!
“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.”
At every brand touchpoint, for nonprofits and businesses alike, stories play a vital role. Getting your story right is the key to standing out in the crowd, growing your impact, and improving your bottom line.
So what’s stopping you? Are you ready to tell your story? Learn more about how we can help.
- Jessica Leving Siegel