|Karon Thackston, recently wrote a blog post about the success of storytelling in marketing.
Stories spark engagement. We identify with the story’s protagonists.
We feel what they’re feeling – the suspense, the excitement, the freezing fear, the warm reassurance, the sadness, the joy, the disappointment, the triumphant satisfaction when resolution is reached at last.
Why do we react this way? It all comes down to neurochemistry. As researcher Lisa Cron puts it, we human beings are “Wired for Story.”
In a 2017 Harvard Business Publishing article, Lani Peterson notes, “Scientists are discovering that chemicals like cortisol, dopamine and oxytocin are released in the brain when we’re told a story.”
Karon’s blog post and discover the science behind the success of storytelling and marketing.