I know you do it too. We can’t help it. We live in a world that is consumed by short form video content. Reels, stories, TikTok videos. YouTube videos, website videos. No one can resist beautiful, dynamic, quickly digestible visual content.
But, when I pry myself away to go do more meaningful things in life, I feel empty. I feel like time was wasted, a bit tricked that I just spent 20 minutes doing something that offered me zero value in return. I didn’t learn. I didn’t get better. I didn’t feel creative or inspired.
You know what does make me feel that way? Reading a great story.
Storytelling allows me to feel a connectivity and spark that video just can’t deliver. It has space for personality, ideas and thoughts to form, instead of someone else doing it for me. In short, stories keep me invested.
That’s why the best companies focus on weaving compelling stories. In a world where attention spans are short, the ability to captivate an audience is the ultimate superpower. A brand story that is well written can be a persuasive method to reach audiences. In fact, storytelling through writing is often even more effective than videos when it comes to building lasting connections and driving sales.
Stories are hardwired into our brains. When we hear or read a story, our brains release oxytocin, the “trust hormone.” (Side note, you also get this from spending time with people.)
This chemical reaction fosters a sense of connection and empathy, making us more likely to engage with the storyteller. A study by Stanford University found that stories are up to 22 times more memorable than facts alone. Translation? If your website, for example, included an authentic and well-written narrative, people are more likely to remember you.
From the earliest days of human civilization, storytelling has been our primary means of communication. It’s how we pass down history, culture and values. Stories resonate with us on a primal level, engaging our emotions and imagination.
According to cognitive scientist Mark Turner, “Narrative imagining—story—is the fundamental instrument of thought.”
This is why stories can transport us to different worlds, make us empathize with people, and help us understand complex concepts. For example, a powerful brand story can make a customer feel like they’re part of a larger community or mission, creating more loyalty to your company.
We live in a visual world, so you might wonder, “Is a brand story still effective?” It sure is. Take a look at some of the unique advantages video can’t deliver:
Stories reach us on an emotional level, tapping into our hopes, fears, dreams, and desires. This deep connection is crucial for influencing decisions. When a sales pitch tells a story that resonates emotionally, it creates a memorable experience. For instance, a story about how a product helped a customer overcome a significant challenge can evoke empathy and inspire action.
Neuroscientist Paul Zak’s research shows that stories that elicit emotional responses—especially those with a dramatic arc—cause the brain to release oxytocin, which enhances feelings of trust, compassion, and empathy. This is why storytelling can be so effective in sales: it creates a bond between the seller and the buyer, making the transaction feel more personal and meaningful.
In the competitive world of business, blending creative writing and storytelling isn’t just a nice-to-have; it’s a game-changer. The stats don’t lie—stories engage, persuade, and convert.
Are you ready to create a story for your company and ditch the boring pitch? It’s a tough change to make, but if you can transition to telling stories that sell, your bottom line will thank you.
