Why is Storytelling an Incredible Way to Connect With Customers?

  • The story of the sandwich
  • Storytelling simply lights up our brains more

To understand the power of a story, look no further than the sandwich. Typically, our first instinct with video marketing is to describe the product or service (its features and benefits). In the case of a sandwich, we might say as a description:

A sandwich is a convenient meal. It combines two slices of bread with whatever you want in between – meat, cheese, veggies, and/or condiments.

If we were to instead tell the story of the sandwich, we might say:

Back in the 1800s, the 4th Earl of Sandwich enjoyed card games and wanted an easier way to snack while playing. He put beef in between toast, and the sandwich was born.

Odds are you found the story more intriguing. Why?

Storytelling simply lights up our brains more

When we take in general information, absent of a story, the two areas that become active are Wernicke’s area and Broca’s area – regions where we process language. When we hear a story, there is a seismic shift, explains Buffer cofounder Leo Widrich. “Not only are the language processing parts in our brain activated,” he says, “but any other area in our brain that we would use when experiencing the events of the story are too.” For example, hearing about food activates the sensory cortex, while a mention of physical activity stimulates the motor cortex.

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Would you like to storytell your business? At Golden Arm Media, our video content entertains and influences your audience by connecting their minds and emotions with your product or service.

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