The Power of Narrative.... #17
- Adrian Dionisio - business737 owner
- Feb 24, 2021
- 5 min read
Updated: Nov 12, 2024
When I was studying in the University of Illinois in the USA I had a lecturer whom I will never forget. Professor Trail Bardell was a tall rugged man who looked liked he worked his whole life in the cornfields surrounding our campus in the rural town of Urbana Champaign. His lectures regularly had near full attendance because students loved his classes.
Professor Bardell was different to the other lecturers who read from textbooks, presented slideshows and simply blurted out facts and figures. He would do his teaching via stories that everyone could relate to, just like the somewhat renowned individual who taught through parables a few thousand years ago.
Personally I found his teaching technique fascinating. One his most important teachings was the power of narrative and storytelling. The effectiveness of his stories was reflected in the popularity and success of his lectures and by the fact that the majority of his students had high exam grades for his particular module. Interesting stories get people's attention and are remembered.
Narrative & Business
Throughout the ages people have always been telling stories. The best stories are clear and have a lot of emotional content. A good story will make any business offering better and more effective. Why? 80 % of human decision making is emotional and this is exactly why storytelling is so effective, because the stories can activate and arouse emotions and therefore have a huge influence in decision making.
Let's also not forget that messages delivered in a story are recalled x22 times more than facts and figures alone. All in all the perfect recipe for communicating your messages concerning your business.
A good story keeps your attention going. It will make you build certain ideas and will change you. It is important for the story to communicate value and also release something unexpected. Make your story relevant, useful and you will attract more clients.
The science behind stories
A story that has an emotional investment is more interesting and captivating. If you are emotionally invested you will be less critical, objectively observant and analytical. Recall the narrative of major brands such as Nike, Rolex, Gucci and BMW. You can see power and effectiveness of stories. They play a significant role in brand building and influencing purchasing decisions.
For a story to be effective you want to trigger the release of 3 main chemicals in the listener; dopamine, oxytocin and endorphin. A good story increases dopamine which makes us more focused and increases motivation. It helps us remember things in a better way, increases attention and makes thoughts more vivid. A story can create dopamine in the listener by building suspense. Creating a cliff hanger is similarly effective. All storytelling is per definition dopamine creating because we are always waiting and expecting. Creating empathy for any character you build will cause the release of oxytocin which makes us feel more human and wonderful. Oxytocin makes us become more generous, trusting and more likely to create a bond. Endorphins trigger a positive feeling in the body and are triggered when people laugh and this is why humorous stories are so effective. To make people receptive to any story one should aim to trigger the release of these chemicals.
How to structure a story for you Business.
There are many was to structure a story, but most follow one of 3 well known formulas. Remember that one of the main aims of your business is to solve a "problem" for your customers. This "problem" often revolves around one of the valuable wants that all people desire (money, status, power, love, knowledge, protection, pleasure, excitement and free time).
The first is known as the "before – after – bridge". The story will initially describe the scenario before when the problem existed, the result after it was solved and finishes with how you got to the solution.
The second formula is known as "problem- agitate- solve".
Identify a problem, agitate a problem and then solve the problem.
Finally formula 3 which is perhaps the most well known "picture / promise / prove / push". Paint a picture, describe how your product will deliver, provide support for promise and finally ask reader / listener to take action.
The essential ingredients
There are various elements which can help guide and structure a story. A story must be relevant in so far as with who or when it can be used. Most importantly every story needs a climax or lesson. Without this apex or teaching there really is no valid story.
Every story needs to have an emotional status, that is the feelings the story generate at any given point throughout the story. Ideally you want the emotional status of the participants to move with the rhythm of your story. One cannot discard the fine details, the little specifics, things that will help you tell the story and help people get their imagination involved.
The story of the hero
People respond well to the story of the hero and his journey. The hero’s journey often concerns a normal person who experience trials and tribulations of everyday life like we all do. The hero then receives a call to adventure, a challenge, quest or responsibility and must use skills and abilities to prevail. The hero enters a world of new experiences, learning and adventure. In this world of adversity our hero defeats the foe and receives a great gift, power and riches. He returns to his normal world to share this gift or reward with the people. The hero gets the respect and admiration of all.
Your customers want to be the hero. They want to be powerful, respected, successful, admired by all, succeeding in the face of adversity. They want to be inspired by those before the who have faced adversity and have vanquished the foe.
Telling the story of those who have already walked the path your potential clients are considering, is a powerful way to get them to proceed. Testimonials, case studies and other stories are good ways to get prospect way to buy into your offer, the path and way has been shown to them by others.
What's your narrative?
Your life has moulded and shaped you into the person you are today. Whether you are aware of it or not, your experiences have marked you. To a great extent they influence the way you live your life, your beliefs, ambitions, hopes, aspirations. Furthermore they have shaped your opinion and views.
Look within yourself to find the themes that make you do what you do. When you look inside and acknowledge your personal narrative it will serve and a source of strength and motivation. It will also serve as a guide to help you along the wat to finding and fulfilling your life's mission.
Look back over your life dig deep to find certain turning points, significant moments in your life. These will help you find the underlying tensions in your life and you can begin to own them. Times when you were moved to great emotion will help you find these marks in your life. Very often these moments are the source of underlying tensions that we all have in our life. As humans we are compelled to resolve these tensions within us. The desire to resolve the tensions will propel us to do remarkable things.
Conclusion
Anyone can be a good storyteller. Write down your stories and index them according to which make people laugh which creates empathy etc etc. Always be mindful of the desired effects that you want. The stories that we tell will keep us centred and help us as well as keeping people interested in our business and helping them relate to us. It will create and interest and a connection
Stories are the bond of humanity, they connect us. There are no perfect stories just work with what you have to make them brilliant. Speak through your heart with authentic passion and people will get to know you and connect with you.
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