Storytelling has always been the anchor of communication and new research has uncovered that stories are 22 times more memorable than facts alone. It can help you connect with an audience, build trust, gain buy-in and sell more. When data and story are used together, audiences are moved both emotionally and intellectually.
Ariel Group outlines that it starts with neural coupling. Powerful mirror neurons cause the same parts of the brain to light up in both the storyteller and the listener, ensuring understanding. If the story engages the listener emotionally, dopamine and oxytocin will be released. These brain chemicals are known to increase empathy, generosity, compassion and trust. The sensory and motor cortex is activated, which is responsible for interpreting sensory information and preparing the body for action.