The art of storytelling - Part 1: What makes a story stick?
A spider’s web hanging between branches
When was the last time you started listening to a podcast and ended up sitting in the carpark outside Tesco unable to leave before you’d heard the end? I LOVE it when that happens. That weird magic which just sucks you up then plunges you eye-brow deep into the guts of someone else’s life and experiences.
We are wired for stories, we really are. It’s not just a random quirk; storytelling taps into the deepest parts of our brain. Apparently when we hear a good story, our brains release dopamine, the neurotransmitter associated with pleasure and motivation. And it’s this chemical response which helps us remember what we’ve heard, making it more likely that we’ll hold on to the message. I’ve experienced that firsthand so I know it works. I remember the utter joy of discovering the storytelling genius of NPR’s Radiolab, I also remember quite distinctly that the early podcasts I devoured were sponsored by the Genealogy company 23andMe. That dopamine hit branded their brand into my brain, quite literally it seems.
For a business a branded podcast with a story at its heart which will whip your audience’s dopamine receptors into a frenzy is marketing gold. Does it have to be a podcast? Possibly not but then I’m a sucker for the human voice and actually being told a great story by a great storyteller, directly into your ear, is intoxicating.
But it’s not just about emotions. Our brains also process stories in a way that makes them easier to understand and remember. In fact, research has shown that people are much more likely to remember information delivered through a story than through a list of facts. Stories create mental images, engage our emotions, and activate areas of the brain associated with real-life experiences.
What Makes a Story Stick? Here’s 4 key elements to pop in your story pocket!
“it’s not what you say, but how you say it” - when it comes to storytelling, that’s definitely true and the most compelling stories often share a few key elements.
Emotional Connection: At the heart of any great story is an emotional hook. When you tap into your audience's emotions - whether it’s joy, fear, sadness, or excitement - you’re much more likely to leave a lasting impact. That emotional connection creates empathy, making the audience care about what happens next.
Conflict and Resolution: Conflict is the lifeblood of a story. Without it, there’s no drama, no reason to keep listening. Conflict doesn’t have to be grandiose; it can be something as simple as a character’s struggle to overcome an obstacle. What matters is that the conflict is resolved in a satisfying way, leaving your audience with a sense of closure.
Relatable Characters: People remember stories that feature characters they can relate to. Whether the character is an underdog, a hero, or even an antihero, the more relatable they are, the more your audience will care about them. When your audience sees themselves in the character’s journey, they’re more likely to be invested in the outcome.
Simplicity and Focus: The best stories are often the simplest. Too much detail or too many side plots can overwhelm your audience and dilute your message. Instead, focus on a clear, simple narrative that highlights the most important elements. A focused story is easier to follow and more memorable.
If you want some tips on how to make your stories really stand out, head to our next post.
Want help with your storytelling? We deliver comprehensive, practical and hugely fun training which deep dives you into the anatomy of good storytelling and how to harness it for your own communication needs. If you want to learn more about the training we offer, visit our training page and get in touch