Life, social media marketing, network marketing, blogging and success in each, in large measure, depends on how good you are at telling “stories.” People understand best when they hear a story. Following is a post from last year which explains why this is so.
Learn how to be an effective storyteller and you will be amazed at the positive differences you experience. Janet
How many times have you heard that phrase? Or, “facts tell, stories sell.” While we have heard both many times, some of us want “the facts, ma’m; just the facts.” Well, there is a physiological reason why this is a storyteller’s business. Let me explain.
When you read or hear the phrase “Once upon a time . . .” what happens? If you are like most people, you smile, relax and prepare yourself to enjoy the story. You know someone is going to entertain you; not ask you to do something. Because it is going to be a story, we pay more attention to what is being said and consequently remember the story long after we have forgotten the facts.
A brief explanation of how the brain works and thus why stories work, will flip the switch for the left brain’s logic.. In addition to the left and right hemispheres, our brain also consists of the “lizard” brain (fight or flight; see Seth Godin’s Linchpin for greater detail) and the limbic brain (emotions).
In anticipation of hearing a story, the limbic/emotional brain starts to create an altered state of awareness. It actually relaxes and quiets the left side of the brain. This is very important.
Why? Because the left brain, the logic side, responds to numbers, examples, facts, figures and logic. It can never get enough information, always wants more, more, more which leads to procrastination. Seeing things only in black and white and as single items, the left brain demands certainty and remains emotionally neutral.
A story-opening phrase “fixates” the left brain and frees up the right brain. Responding to images and taking in the “whole” picture, our right brain can imagine the future. “Our right brain will fill in gaps with intuition, with “gut” feelings, can tolerate shades of gray, and sees overall patterns. Our right brain is decisive, decides to trust, decides to take action, and most importantly, connects emotionally.” (Mike Bosworth, author of Solution Selling and CustomerCentric Selling.)
By using a story to convey ideas, a pathway makes the emotional connection and the right brain is now activated. People are then able to visualize, to imagine, to trust, to be hopeful, retain and to act.
Stories create anticipation, enhance attention, and increase retention. Simply put, stories help to take people from where they are now to where they want to be. If we want people to take decisive action, we need to create the future they want in their imagination.
May I tell you a story? Once upon a time . . . .
Have you noticed the difference when you tell people a story or use an analogy rather than just telling them the facts? Janet
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janet@janetcallaway.com
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Have you noticed the difference when you tell people a story or use an analogy rather than just telling them the facts?
You are absolutely right. Stories make a huge difference. Just watching a person’s posture provides ample support for your position. Stories are far more effective at convincing people.
Jack, aloha. Thx so much for stopping by and sharing your thoughts. You are so right,; you can tell much by a person’s body language.
Now, Jack, I have a story for you. Once upon a time . . .
Aloha. Janet
Hi Janet,
I agree that stories really help to make a big difference. Facts are useful but stories bring it home, stories make it real, stories touch us. I love a good story and I am much more willing to purchase something when a story is involved.
You’ve given me good food for thought.
Thanks!
Stacy
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Stacy, aloha. Thx so much for letting me know by post stimulated your thinking. When I first learned about why storytelling had such an effect on a person, it made so much sense. Though I don’t know about you, I know that I can feel myself relax and begin to smile when I hear “Once upon a time . . .”
Stacy, I appreciate your stopping by and sharing your thoughts. Enjoy a great weekend. Aloha. Janet
Janet-
I was just thinking the other day that I need to start interjecting my posts with my stories of blogging and passive income. Or at least my take on the facts I have received.
It is so true, when you come to a blog that just has facts—>boring! But when someone shares a journey, thoughts or just an opinion the post gets more interesting.
From now on, when I write, I am going to visualize the pathway in my mind between the right and left side. Thanks for helping me become a better writer.
~Allie
P.S. Aloha!
Allie recently posted..7 Posts I Wish I Never Wrote
Allie, aloha. Your comment on helping you become a better writer made my heart sing. Thx so much. When you understand why storytelling is so effective, it becomes so much easier to learn to tell stories effectively.
Look forward to reading the stories in your blogs. Until next time, aloha. Janet
The scientific evidence was really effective in backing up your claim, Janet. Thanks for sharing these facts! To me, this information also tells me that, if a story isn’t provided for us, making up stories is a good way to foster connections in the brain to help ourselves remember.
As a consumer, knowing more about the left brain helps me realize that I may not benefit from satisfying its desires by learning more and more facts. Sometimes, it comes down to gathering as much information as you can, and then making an educated, intuitive decision. =) Kind of like scientists!
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Samantha, aloha. You are so right, that if a story is not provided, it would be beneficial to make one up/use an analogy to help create the connection. Knowing the two sides of the brain work in the manner they do, makes it so much easier to understand why we react to information as we do as well as what we need to do to communicate effectively.
Alas, there does come a time when you have to make a decision based on the facts that you have at hand or you will gather info endlessly. To me, there is a lot to be set for checking in with your gut or your intuitive side.
Thx so much for stopping by and leaving such a thoughtful comment. Enjoy a wonderful weekend. Aloha. Janet
Hi Janet!
Great points about the importance of using story in our blog writing. I have read a bit before now on how stories can help to increase trust in the readers and forge a connection between you, but I hadn’t heard about what happens in the brain!
Jeanine
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Jeanine, aloha. When you understand the “why” behind the effectiveness of storytelling, I believe you become a better storyteller.
Enjoy a terrific weekend, Jeanine. Aloha. Janet
Hey Janet,
Aloha. I knew only about the left and the right (rational and emotional) contributions of the brain. The lizard part is something new I am hearing off, that’s interesting.
I completely agree with what you are saying. Always some story or a personal attachment to the concrete “theory” or “facts” will make things viral. I have experienced this with my own blog posts; such posts with a simple story of why I started using that theory or how I succeeded with that theory always interests people.
Great info.
Cheers,
Jane.
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Jane, aloha. Thx for your comment sharing your experience of using a story to illustrate a point. That’s perfect.
Stay tuned for more on the lizard brain.
Best wishes for a great weekend. Aloha. Janet
Hi Janet,
Thanks for your informative and inspiring post. I’ve gotten used to using storytelling in sales situation for long – it’s so effective to just embed a testimonial from a happy customer into a presentation by starting with the words “Let me tell you about something we heard from XYZ who also used this service…”
Also, now that I’m in the launch phase of my own business I’m trying to savour and collect all of those events that could be “points of interest” to my customers. It’s also a great mental excercise for one’s own sake to go back and create a meaning and a narrative out of your challenges and experiences after you’ve passed through them – or even while you’re living them, don’t you think?
Wishing you a wonderful weekend,
Niclas J
Niclas Johansson recently posted..The Integral Entrepreneur Manifesto
Niclas, aloha. Thx so much for sharing how you make a practice of incorporating stories and testimonials in sales presentations. You are so right about it being a great mental exercise to go back and create narratives from past experiences.
Niclas, best wishes on your new venture. Look forward to reading your updates. Enjoy a spectacular weekend. Aloha. Janet
Hi Janet,
ALOHA
!!
Another fantastic Post Janet.
I agree with you. Stories make great difference. Thanks for sharing this fantastic stuff.
Have a great weekend.
~Dev
Devesh recently posted..3 Major Blogging Myths You Must Ignore
Dev, aloha. Thx so much for your kind words. Glad you enjoyed the post and learning more about the why behind the effectiveness of stories.
Enjoy a terrific weekend. Aloha. Janet
If you read anything from Johnny B. Truant he calls this storyselling. It’s a neat concept and you’re right. Nothing brings your audience in closer than sharing a great story to deliver your message.
People have been doing it since the beginning!
Those types of post opening lines (once upon…imagine…do you remember…) all flip the switch you mentioned. It’s powerful stuff, thanks Janet!
Posts like this one intrigue me; I like reading about consumer behavior and psychology. If anyone isn’t trying to learn about what makes people tick then my advice would be to start now.
Jon
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Jon, aloha. Thx so much for your thoughtful comments; they are much appreciate. Like you, Jon, information of this type intrigues me as well. Understanding the “why” behind what we do/think is always fascinating to me.
When I first heard about the left/brain right as relates to storytelling and then said “once upon a time” to myself, Jon, I could fee myself sign and relax. Amazing.
Jon, I agree 100% with your last sentence: “If anyone isn’t trying to learn about what makes people tick then my advice would be to start now.” Because my passion is learning new information and sharing it with others, this resonates with me.
Best wishes for a fabulous weekend. Aloha. Janet
Hi Janet,
I loved this post. I was a school teacher and I learned that the best way to reach my students was to be entertaining. For me this was being a story teller.
Everybody loves stories and sometimes we forget to use this in business. We lapse into thinking that all people want is facts. In fact they relate best to their emotions and stories that paint pictures have the ability to move emotions.
~Marcus
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Marcus, aloha. From your ready smile, I imagine that you are a great storyteller. Quite honestly, I believe that all of us what to be “entertained” rather than “educated.” While we appreciate the end result of what we have learned, we would rather listen to someone who makes the learning experience enjoyable rather than painful.
Marcus, I think the reason we tend to use facts and more facts, is because we believe that if we give the person all the facts that we know, they will see that they should join us or buy our product or service. What we tend to do is put ourselves in the “convincing” business rather than the “providing a solution to a problem” business.
Thx for stopping by and sharing your first hand experience which brought about the best results. Best wishes for a great weekend. Aloha. Janet
Hey Janet, I really enjoyed this post, especially the science behind the ‘why’ it works.
I do concur that when someone starts telling a story, even if its a true experience or based on an analogy, I pay closer attention and enjoy the ride.
Thanks for this Janet, it was very interesting & useful.
Jayne
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Jayne, aloha. Thx so much for letting me know you found this post both interesting and useful. To learn the “why” because something makes it so much easier to understand and to implement. Prior to learning about this, I found it easier to give people facts. Having since learned about it, I am working on becoming a better storyteller.
Best wishes for a great Sunday. Aloha. Janet
Storytelling always comes in handy when I’m bored at a seminar or lecture. It always wakes me up instantly.
I’m ain’t very good in that department as I tend to want to rush to the end as I get bored easliy.
Udegbunam, aloha. Thx for a perfect example of the effectiveness of storytelling. Best wishes for a great Sunday. Aloha. Janet
Hi Janet,
thanks for sharing your insights. We all love stories – they’re easier to remember than facts because they’re related to emotions. It’s enough to remember to remember the emotions, we might even forget all the facts.
Starting a sentence with words like “Once uponn a time…” or “There’s an old saying…” automatically make the subconscious mind pay attention no matter what follows. Stupid programme, but’s just like it is.
Take care
Oliver
Oliver Tausend recently posted..The School System – Entrepreneurial Lessons And How To Convince A Teacher
Oliver, aloha. Thx for stopping by and sharing your thoughts. You are right about “There’s an old saying . . .” it definitely sets the mind up to pay attention. Once we know the ‘why” behind our programming, it is so much easier to work with it–both for ourselves and with us.
Best wishes for a terrific Sunday. Aloha. Janet
Hi Janet,
The wind howled as I stared at my computer screen. Then it happened . . .
The words found a familiar place inside me – something I already knew to be true, but needed to be reminded.
“You want some lunch?” my wife asked.
“Not now,” my eyes glued to the screen. I’d heard these words before, but forgot them so easily.
Stories really are much more powerful than just plain facts and figures. I really love this post, Janet. Thanks for sharing!
Gregory
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Gregory, aloha. Thx so much for your great comment. Instantly, I was caught up in your story and waiting for more. What a perfect example of my post. Thx so much.
Best wishes for a terrific week, Gregory. Aloha. Janet
P.S. It was a dark and stormy night, when Suddenly . . .
Janet–
Yes, you are so right. “facts tell, stories sell.”
We all want to do business with people we know, like and trust.
What better way to connect to that inner knowing than through story.
I know that when I share with you something about me that you can relate to, then you feel like you know and like me already and it takes a lot less to get to a place of trust once the first two are established.
Great article. Thanks-
Nanette
Nanette, aloha. Thx so much for your comments, Nanette. Delighted to hear they struck a responsive chord within you.
Without a doubt, stories are connectors.
Best wishes for a great week. Aloha. Janet
Aloha Janet… I love this article, because stories absolutely do sell.
Last year when I was doing a lot of ghostwriting, I also wrote sales copy for several websites. Before I wrote the copy I’d interview the site owner to ‘get the story,’ so the speak. I always tried to figure out how I could humanize the copy with a story before I got to the actual sales part. It’s amazing how long a person will stay on a webpage when a story is involved, versus a big salesy headline.
You form a connection with your prospect when you start off with a story, especially when it has a universal theme attached to it. For example, a lot of people can identify with being seriously broke and then rising from adversity. It’s a feeling of, “Well if she can do it, so can I.”
I have to keep this all in mind as I’m working on my new stuff. Sometimes I forget just how powerful stories can be.
Take care!
Dahlia
Dahlia Valentine recently posted..FREEDOM Using What You Know to Make Your Bank Account Grow
Dahlia, aloha. Thx for a great example of connecting through stories. We all the effectiveness of stories yet for some reason, we have a tendency to supply plain facts rather than weaving them into a story. Even though people are sometimes skeptical about testimonials nevertheless they do remember the information in them.
How smart of you, Dahlia, to humanize the copy with the site owner’s story. Also, I should imagine, as they told you their story both they and you became more clear on why they were doing the site and what they wanted to achieve.
Congratulations to you, Dahlia, on the kudos from Brankica. Though I have not made the time to read the other posts so I could comment, I was thrilled and proud when I saw your name/post referenced. I always love it when I see two friends connecting. Even though we have known each other only a short time, I am already a fan of yours because I so appreciate the quality and thoroughness of everything you do. No wonder you two hit it off. Brankica is one of my favorites.
Best wishes for a fantastic week. Aloha. Janet
Yes, you’re right. As they told their story, they became more excited about what they were doing and I was able to convey that excitement in the copy. A story is more than words… it’s emotion. And that’s what makes it so powerful. We can all identify with raw emotion.
By the way Janet, you’re so awesome for even noticing that I was on Brankica’s blog. She’s a real go-getter… I totally dig the work she does online and I was pleasantly surprised to see my articles listed on her blog.
I am truly fortunate to have surrounded myself with such fantastic women like you. Your kind words always brighten my day.
Dahlia
Dahlia Valentine recently posted..FREEDOM Using What You Know to Make Your Bank Account Grow
Dahlia, aloha. Thx for your response. You and Brankica are so much alike that it is no surprise to me that you have discovered and appreciate each other’s talents. You are both awesome women!
Wishing you a week of wonderful surprises. Aloha. Janet
Hey Janet,
I’ve been in sales for sometime and I do a lot of copywriting. Whether you are selling in person or by copywriting. You better do it in a story. Stories grab emotions and get deliver the information in a way people are drawn to it. Great job!
Have a great day…
Josh
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Josh, aloha. With your background, Josh, I truly appreciate your words. It is always such a pleasure to meet new readers and learn about them. Do be watching for my next post as I believe it oo will be right up your alley.
Thx for stopping by and sharing your thoughts. Look forward to seeing you again soon. Aloha. Janet
Janet,
Great point! Nothing can really grab someone as well as weaving learning into a “story”. Playing to emotions and desires is far more potent than simply a dull recitation of facts. Even in “dull recitation of facts” having a good anecdotal side story to illustrate points makes the whole thing far more enticing.
Aloha,
Steve
Steve recently posted..How to Complete your eBook Masterpiece – Even if you HATE Writing
Steve, aloha. You are so right. it is ever-so-much easier to learn and far less “painful” if the facts are woven into a story. No doubt that is one of the reasons for the success of your blog–it is an ongoing story and you take your readers with you on your journeys.
Thx for stopping by and commenting. Best wishes for a great week. Aloha. Janet
Hi Janet,
I couldn’t have said it better! Stories create a big impact, evoke emotions and leave a lasting memory. It’s an amazing way to set yourself apart from other marketers.
I think that our signature stories is one of the most important stories we will ever tell. Our journey, our struggles, our changes in our mindset, what turned things around for us, etc. make us seem real in our prospects mind and helps them to feel just like us.
Great post!
Heather
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Heather, aloha. Love your phrase “signature stories” because it says it so well. If we want to stand out as marketers, we need to know why we are doing what we are doing and convey that to others. If we do that successfully, we can create a solid connection.
Thx so much for stopping by and commenting. Aloha. Janet
Janet – What a great post!
Learning more about the psychology side of sales and copyrighting is one of those things that’s always on my “to do” list, although it always seems too complicated for me to ever really break into it.
Thanks for a very simple breakdown of something that will be easy for me to implement right away on my own projects
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Sarah, aloha. Your comments absolutely made my heart sing. Thank you for letting me know that you can take what you learned in this post and easily implement it into your own projects.
Look forward to seeing you again soon, Sarah. Aloha. Janet
Good article Janet. Agree with you that “Stories create anticipation, enhance attention, and increase retention. Simply put, stories help to take people from where they are now to where they want to be.”
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Catarina, aloha. Thx so much for stopping by and sharing your comments. Best wishes for a great day. Aloha. Janet
Janet,
Enjoyed this post as backup to our online chat today about storytelling. When I see phrases like, “Our right brain will fill in gaps with intuition…,” my mind drifts to Hawkin’s On Intelligence and the assertion that feedback loops among firing neurons leads the brain to “perceive” it has data that it does not. Do you see this connection as tied to your points of the right brain “taking over?”
Cheers, Ken
Ken, aloha. Glad you enjoyed the post. When we were discussing storytelling this morning, I felt the points in the post were relevant to the questions.
Yes, Ken, I can see that connection.
Though I was not familiar with the work of Norman Holland, Stephen Denny gave me a link to Dr. Holland’s book. On the site he has a video which speaks to that very question. Here’s the link: http://www.youtube.com/watch?v=m2K1PmzEJxk&feature=player_profilepage Looks like I will be adding this book to my collection.
Thx for stopping by and commenting. Best wishes for a great weekend. Until our next chat, aloha. Janet