We now understand that listening to stories can activate our brains better. But why? Why do stories have such a powerful impact on our learning? The answer is simple: it's our nature. We are made that way. A story, broken down into its elemental parts, is nothing more than the connection between a cause and its effect. And that's exactly how our brains work.
Whenever we hear or read a story, we try to relate it to our previous experiences. That's why metaphors work so well to spark our interest. While we're busy searching for a similar experience in our brains, a very particular area of our brain called the insular cortex is activated , which helps us relate the same experience to emotions like pain, joy, fear, and more.
[Tweet “When we are recipients of a story, our brains act as if we were living it.”]
We automatically link metaphors and literal events. Every area of our brains is constantly searching for the cause-and-effect relationship of something we have already experienced. And what mail marketing to doctors good does knowing this do us?
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You don't need to create a narrative that will keep the reader sitting on the edge of their seat for hours. Nor do you need to create an epic saga. It doesn't take much to be able to harness the power of narrative in your content to stimulate the minds of customers. Common, everyday scenes can make our reader more immersed in our story, simply by making it easier for them to identify with the story.
1.- Focus on emotions
As science shows, readers feel more connected to stories that engage with their senses. Use them to set the pace in your story, creating a strong emotional connection between you and your audience and stimulating your customers' minds.
It is not the same to say “Pablo kicked the ball” than to say “Pablo, invigorated by the constant encouragement of his imaginary fans, ran with momentum, feeling the wind caress his face and ruffle his hair, leaving his fears behind. And staring into the goalkeeper’s blue eyes, he kicked the ball, which went out like a cannon shot.”
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It is the second option that draws our attention the most and leads us to read it to the end.
2.- Write persuasively
In order to persuade and stimulate the minds of clients, it is necessary to have their trust. If they do not trust what we tell them, we will not be able to change their minds about things. A very natural and effective method of doing this is through personal anecdotes. When the story you tell comes from your personal experience, it is much more credible and trustworthy.
However, more than once we will find ourselves faced with situations in which we do not have enough experience to approach the subject from personal anecdotes (because we do not have them). In these cases, it is advisable to get input from experts on the subject. You can ask someone prominent and well-known in the field to provide you with an illustrative quote or phrase on the subject, or you can cite articles that they have previously published.
Stimulating Customers' Minds Using Storytelling
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