Storytelling Creates Connection

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A Great Story Creates Connection and Engagement

Stories are 22%

More Effective

than non-story forms of communication.

This was cited by Forbes Magazine.  We’re not sure how this was measured, but there is something very special about storytelling.

It’s one of the oldest forms of communication.  It’s been around since cavemen drew images on cave walls.  Storytelling has endured through books, movies, and television.

Today, businesses can use storytelling techniques to build connections with customers and prospects. And those connections will build loyalty and drive sales.

Arc of a Story

A classic story arc showing how storytelling creates connection.

Many effective stories follow the same arc.  They start by establishing characters and settings, then introduce tension before a climax.  The climax usually occurs in the middle of the story, and the resolution follows.  The story ends with a new normal.

In classical storytelling, the story is used as a device to teach a lesson. Many started by scaring you–The big bad wolf will blow your house down!. The tension created results in the release of cortisol, the fight or flight hormone.

The story often has a happy ending, which results in the release of oxytocin. Oxytocin makes you feel warm and fuzzy and triggers bonding cues that make you feel connected to your fellow humans.

The Art of Storytelling

A Tale of Two Wolves

On a wintry afternoon, an elderly man was at home sweeping ashes from his fireplace.  He heard footsteps outside and recognized them as being from his grandson.  But something was different.  The steps were a little faster than normal and the man knew something was wrong.  The boy pushed open the door and flooded into the room.  He was upset, breathing hard, his clothes were torn, and on his face was a mixture of blood and mud.

“Are you okay?” asked the grandfather.  “what happened to you?”

The boy caught his breath and told him two bullies stopped him after school.  They beat him up and pushed his face in the mud.  “I need your help.”

The grandfather turned to the boy and said, “I can help you.  What do you need?”  The boy replied, “I need to know how to repay them for what they did to me.  I need to know how to get revenge.”

The grandfather looked at that boy and told him, “There are two wolves that live inside of me.  Once is a good wolf.  He is kind, forgiving, and generous.  The other is an evil wolf.  He is mean, vengeful, and destructive.  Every day they fight to see which one is stronger and in control.”  The boy looked has his grandfather and asked, “Which one wins?”

The old man replied, “The one I feed.”

Every Great Story Has Merit

M

Memorable

Images and metaphors make the reader quickly associate it with the story.  In this case, readers will remember the wolf image.

E

Emotional

The story must stir recognizable emotions in the reader.  In this case, the emotions of fear, empathy, and anger stir in the reader.

R

Relatable

Readers must relate to the story on a personal level. In this case, readers can relate to bullying or mentoring experience.

I

Immersive

Great stories pull their readers in with vivid descriptions that paint the scene in the minds of the readers.

T

Tangible

A story must be told on a human scale. Here, the message of control, based on action, is tangible when told by the grandfather.

Stories vs. Narratives

Often the terms narrative and story are used interchangeably as if they mean the same thing.  They are, in fact, two very different things used for two related, but different purposes.  Weaving a narrative and writing a story requires different skillsets.

What is a Narrative?

A Narrative is

An over-arching idea or thought pattern.  Narratives frame a circumstance and provide perspective to guide action.

What is a Story?

A Story Is

A story is a device supporting a narrative and meant to teach a lesson.  Often stories are entertaining on the surface, with an educational subtext.  

Sand Key Ventures Will Tell Your Story

Sand Key Ventures tells the story of your hero’s journey in authentic ways that resonate with readers and creates connection.  We use proven techniques, practiced over centuries, and adapted for today’s platforms to effectively tell your story and make it stick.  Whether we tell the story of your personal brand or your corporate brand we will captivate readers, spark curiosity, and inspire action.