Storytelling is fundamentally about connection. You may think that’s a simplistic marketing truism, but it’s backed up by neuroscience. In the context of a narrative, amazingly, our brains start to synchronize, according to research from Princeton Professor Uri Hasson.
“When the woman [storyteller] had activity in her insula, an emotional brain region, the listeners did too,” he said. “By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners’ brains.”
Story is powerful in content such as your blog, social media, and video marketing. Here are three common errors to avoid as you develop your brand’s narrative:
Story error #1 – Small stakes
Who cares about your story? That’s a legitimate concern. A classic Hollywood adage is when things get slow, add a lethal weapon to the scene. If you want people to pay attention, it helps to introduce a life-and-death element.
Story error #2 – Overlooking the classics
Take your audience on an adventure. A simple trick is to adapt a classic tale rather than obsessing over novelty. We like stories about challenging journeys because we know what to expect. It’s an odyssey, and we can reasonably anticipate that the hero will overcome odds to meet her goal.
Story error #3 – Too easy
In the context of a story, we want to overcome obstacles, explained Nick Morgan in Forbes. “Our minds are hard-wired to want to solve problems when you present them to us in the right way,” he said. “That engages us, enrolls us, and propels us on the journey.”
Do you want to drive your business with a compelling story? At Golden Arm Media, we storytell your business, amplifying your online marketing through compelling visual content that converts your ideal customers.