When you start out to sell a product or otherwise convince someone to do something, the first thing you think is some facts and numbers to back up your argument. Why wouldn't consumers purchase your new product if they found out it was more effective and cost less than your main competitor? After all, this information is readily available to them.
Ever since humanity developed a language capable of conveying our tales, people have been sharing their experiences via the medium of storytelling. Our predecessors understood the value of storytelling as a tool for effectively communicating vital information to their audience. The information is recast in the shape of a story by the brain as it goes through the processing steps. When we think, when we recall, and when we reflect on our experiences, we do it through the lens of tales.
Creating content via the art of storytelling
Simply put, storytelling is the skill of communicating a message via the medium of "an account of fictitious or actual persons and events presented for pleasure." [clarification needed] The practice of connecting with your audience via the use of narrative is referred to as "storytelling" in content marketing.
A good tale is one that sends a message that is relevant to your clients, is emotive and engaging, and gives valuable information in the form of a narrative that can be read by the audience. The reader is also inspired or motivated to take action when they read a narrative that is excellent.
The art and science of telling stories go hand in hand. It takes imaginative thinking and clear sight. Finding the right message for a successful storytelling campaign and executing it in a manner that gets the intended emotional reaction may be a time-consuming and laborious process that requires skill and patience.
Research provides more evidence for the effectiveness of storytelling. Studies have shown that listening to an interesting narrative may raise the levels of oxytocin in the brain. Oxytocin is a hormone that has a role in positively motivating positive reciprocal behavior. Oxytocin has the ability to create feelings of empathy and collaboration, both of which may motivate a person to do a positive action. Our minds are hardwired to react emotionally to narratives.