22018 Brand Storysling: Using Scionce to Do It Right - Marksto The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action 2p dosh Does the content you create burrow Into bras, slam into cells, and tlgger an exciting cavalcade of chemicals? Ii tos a great story, it can. But marketers often confuse information fr story. Marketing campaigns, direct mail email rewsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your aun. In an ideal wor, every interaction with your audience leaves a lasting impression. In realty only those interactions that fester a connection do. So, what's the most effilentsherteut to that connection? Brand storyteling we're diving ino the science of brand stortling to teach you how to ell sores that will make the most impact with your audience, Building Trust Through Brand Storytelling Before we dve into the science of brand storytelling, e's address the ultimate goa of all. Content: to bul a relatonshio with your customers. We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point [Ato point 8 a painlessly as possible But he road from passive consumer to active customer starts with your relationship. Content sone ofthe best ways to estabisn 2 rl jonsnp. You may use it to demonstrate your knowledge help your audience do something, or introduce your culture or brand, No matter the subject, you want to deliver that message inthe most effective manner. Thisis where brand storytelling glves you an advantage When yo slate your message into compelling stores, you ae speaking ina language your ausience’s brains ané bodies instinctively understand. This intinsie recognition is what ers ther conection to you, I's what els them you are a famitar fend—nota rusance to ignore The Science Behind Brand Storytelling Humans are scientifically harcwired fr stories—think ofthe earliest cave paintings. But why? \Winy do stories captvate us? Because they affect our blology. A good story isnitjust an entertaining experience I's a physical experience that affects our emotions and—most Importanty—can change our behavior. This is well demonstrated in the work f Paul Zak, a eurceconemist and professor at Claremont Graduate University, whois a pioneer inthe study of stories and their effect on hitps:log.marketo.com/2017/07 scientfe-ticks tll brand-stries-wil-mave-audionce-action il 8 Waysto Tu Supporters h bp Seat Mane By stephen to Turn Brane t Aevocates Dp Kana Nr 1822018 Brand Storysling: Using Scionce to Do It Right - Marksto participants watch motion graphics delivering two types of stories: 1) 3 dramatic narative about ‘father and son 2} a simple story depicting the father and son athe zoo. After viewing the Horie, participants were invited te donate money to strangers Te study revealed the powerful affect of storytelling. The dramatic narrative caused viewers brain to release two incredibly powerul chemicals oxytocin and cortisol OXYTOCIN CORTISOL = Why? The experience of hearing and secing a huran narrative allowed viewers to put themselves inthe story, which increased ther oxytocin and, therefore, empathy. (This also Aligns with neural coupling. n which the brain activity of someone listening te a story begins to ritor the person who's teling the story) White oxytocin the fel-good “love” chemical the conflict inthe narrative inereased corto the stress chemical. This may sound negative, but cortisol is important because stress causes humans to.be on high alert and pay attention, making the viewers mate invested in the story. Combined, these two chemicals not only shaped emotions but influenced viewer behavior [ter viewing the dramatic narative, viewers were more eager to donate money. (The power of these chemicals also confirmed findings of Zak’ 2007 study In which participants injected with oxytocin became 80% more generous) Adtional research has also found storytling to be a useful behavior-changing tool. A 2011 University of Massachusetts Mecical study found that storytelling swayed patients to better control thelr blood pressure. And a 2015 Penn State stuey found that storytelling helped improve medical students’ attitudes toward treating dementia patients, Connection, teust, empathy ation: This is the inherent power of stortelng—f you tell the right story The Formula for Great Brand Storytelling Now, here's the kicker. Remember that Zak presented two stories tothe viewers. That dramatic rarrative contained conflet and resolution. The second, bout the father and the son atthe 200, had none: It basically jus followed thelr actions: Visiting one animal, then the next. There was no compeling narrative to trigger those chemicals But the dramatic story full of conflict, struggle, and tension captured the audience. Therefore, the key to good brand storyeling sa stimulating story: According to Zak, there are to keys toa powerful story: 4. ttneeds to capture attention 2 It should transport us tothe wor | 2014 Johns Hopkins study of popular Super Bowl ads found thatthe Key to populatty wasnt humor ora erazy stunt, twas the typeof stories that followed. dramatic ac, Fortis, let's refer to.Gustav Freytag’ pyramid, which you might remember this from English class. hitps:log.marketo.com/2017/07 scientfe-ticks tll brand-stries-wil-mave-audionce-action il 21622018 Brand Storysling: Using Scionce to Do It Right - Marksto This classe story structure includes: Exposition: This sets the scene, detaling who oF what the storys about Rising action: These are the events that lead tothe climax. the conflict, et, Climax: This the turning pont. Falling Action: Thisis where the conflict unravels Denovement: This is the resolution, ‘This isthe most satistying story structure because it provides everything we crave: intrigue, action, and resolution, (Note that a great ending or resolution triggers a release dopamine, the feel-good reward chemical) How to Apply the Arc to Brand Storytelling may seem tke this structure is aiticult to master in marketing, a8 opposed to a novel or screenplay, but there are plenty of practical applications for marketing, both internally and external, Storytling can be used for: coli © sal ral: Case studes or other content to prove your benefit «© Education: Blogs articles, nfographics,explainer videos, or any instance in which you need to communicate concepts clearly + Entertainment: Content to delight customers or communicate your brand personality, ‘© Culture Marketing: Content to tell the story of who you ae to current/potential, customers and/or employees. ‘Behavior influence: You may use storytelling for postive reinforcement (to increase 8 behavior or negative reinforcement (to prevent a behavior No matter the aplication you can apply the elements of» dramatic narrative to every piece of sontent you create, Here are 6 wavs to doit, 1 Vet your Ideas: To make sure you'etollng the most compeling story possible, ask yourse ‘+ Why do want to tel this story? ‘© What's my unique angle? + What value wil tis provide to my audience? © What should my audience take away trom this? 2. Talla single story: Dont confuse the reader by trying to put too much in. A single Powerful narratives more effective than 10 random anecdotes. 53. Tel stores your audience will relate to: A good story tiggers empathy and connection, bout you can make it even more enticing by tling stories about subjects your audience ‘av eady interested in Craft content around the issues, interests, or pain points your audience regularly faces. (Find out how to bull audience personas which will help you identity these) 4, Start with an emotional hook: Use the fist 100 words of your article of 15 seconds of yout Video to grab their attention and trigger that exytocin and cortisol, Pro-tip: Confit always creates an emotional response and personal anecdotes, powertlstatstis, ot provocative questions area great way to do this 5 Create a setup and payott: Remember thatthe story resolution triggers that reward response. Ifyou can lead with an emotionai hook, et them invested inthe story, they ‘want to fllow fe through tothe end 6, Be human: Empathy i a human emotion. Make sure your brand voice language, and ‘empathy i 320 reflected in the vay you tell your story, hitps:log.marketo.com/2017/07 scientfe-ticks tll brand-stries-wil-mave-audionce-action il