Familiar stories Don’t censor the drama

are trusted. Unfamiliar of a real-life stor y.

stories may have to work Taking out the ‘bad bits’
to establish trust. damages trust.

TRUST IN THE TELLER

Our feelings about
a stor y teller
influence our reaction
to their stor y.

FA M I L I A R I T Y DRAMA
The more familiar a Stories need dramatic
stor y feels, the more development and
power ful it is. emotional dynamics.

WHAT REALLY
It ’s easier to fill in Real life has ups and
the gaps if a stor y is
familiar. MAKES A downs, so people relate to
stories with drama.

GOOD STORY?
STORYTELLING has become one
of the most popular techniques
of marketing communication.
It’s a very effective way to engage
audiences, convey information and
influence people without using
AGENCY R E L ATA B I L I T Y
overt persuasion. This graphic
Stories are most persuasive The more people identif y
shows the characteristics of great
when readers work out their with a stor y, the more likely
meaning for themselves. stories, as found by academic they are to be persuaded.
researchers and professional writers.

Tell a simple stor y People are drawn

so people reach into stories they
the conclusions you can relate to.
want them to.
It ’s usually the
simplest stories that
entrance us most.

SIMPLICITY IMMERSION
Simple stories are strong stories. The more readers put
Take out ever y thing that themselves into a stor y,
doesn’t ser ve the narrative. the more likely they are to
change their opinions.

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