Storytelling has been a big part of my work since long before I founded Amanda Grazioli Copywriting in 2016.
As a theater artist, I worked with communities to devise original productions about social issues. As a fundraiser, I had to capture the impact of donor dollars in a way that inspired more support. And as a marketer for an independent school, I was tasked with attracting families who were enthusiastic about applying.
No matter the role, I knew I had to tell a compelling story if I wanted people to care. I practiced getting into the minds and hearts of my audience and shaping authentic narratives that helped them understand, but also feel.
These days, as a copywriter and brand messaging consultant, I draw on all of those skillsets to uncover and tell purposeful stories on behalf of my clients.
As the use of AI in marketing becomes more and more prevalent, it's becoming clear to me that
excellent storytelling is something that, try as it might, AI just can’t quite accomplish.
In an endless scroll of posts that are starting to sound more and more alike, real stories are just what small businesses need to stand out.
In this post, you’ll learn the brain science behind why storytelling works and how to find and tell stories that build your brand.
Why is storytelling so effective for businesses?
When you want people to remember something, storytelling is more effective than facts alone.
Evolutionarily, story has been how humans shared information and passed on traditions. When you hear a story, your brain undergoes a process known as neural coupling. It makes the neurons in your brain fire in the same patterns as in the brain of the teller. Your brain not only processes the information, but also connects with it on emotional and sensory levels, releasing dopamine (the reward hormone) when you reach the story’s conclusion. This dopamine release boosts your chances of remembering what you have heard.
In a study by Stanford Professor Dr. Chip Health, 63% of people remembered stories while only 5% remembered standalone stats.
Knowing the brain is wired for story, it makes sense that we have an affinity for storytelling brands—particularly those that tell us stories that connect to our lived experiences.
Neuroscientist Dr. David Eagleman, along with Drs. Mark Plitt and Ricky Savjani published a study in 2007 that demonstrates how our brains view brands as people. When a corporation engaged in actions that were perceived to be negative, it elicited the same negative emotional response in the brain as if the brain were reacting to a person’s actions. They also found that business acts in a way that makes us feel good about them; the same parts of our brains light up as if a person had done something we like.
What can we learn from all of these findings? If you want people to remember what you say and to connect positively with your brand, storytelling is the way to do it!
Where can I find the best business stories?
The best stories are all around you, but it can be hard to find them in the moment.
I recommend creating a system for catching and maintaining a bank of stories that are ready when you need them.
Whether you use a shared Google Doc or your team’s project management tool, establish a dedicated place to gather story ideas as they arise at work and in life.
When a potential story idea pops up, add it immediately to the doc. You don't have to type out the full story, just a few sentences that capture the idea and any notes about how it might be useful in your marketing.
Story ideas may come from customer questions, mistakes, unexpected events, or even day-to-day life moments. So many times, I’ll be doing something with my kids and recognize a parallel with something going on in my business. Since my audience consists of many parent business owners, I often incorporate these stories into my content, as they are relatable and authentic.
Don’t just tell stories. Tell stories with purpose.
Before using a story in your marketing, identify the specific business purpose for telling it and ensure it is clear, authentic, and easily understood by your audience.
An effective business story should be:
Authentic
Ensure the story is true, yours to tell, and aligned with your brand messaging.
Complete
Have a strong hook, vivid details, and a before, moment of change, and after.
Relatable
Tell stories that your audience can relate to emotionally.
Concise
Keep it short and focused to get your core message heard and remembered.
Purposeful
Have a clear business objective and include a natural call-to-action.
Remember, your audience is usually hoping to feel one or more of these things:
Understood
Tell them client stories (or Past You stories) that illustrate familiar challenges to show them that they aren’t alone in their struggle and that you GET THEM.
Hopeful
Share stories of positive customer transformations that make the results they want to achieve feel possible.
Confident
Use stories that boost your relatability and demonstrate your expertise to help them feel connected to your brand and confident taking action.
Tell stories that connect emotionally in one of those ways and also help achieve a targeted business objective like reinforcing your positioning, showing the value of a specific service, or inspiring word-of-mouth from loyal followers.
Storytelling helps you build a strong brand.
If you’re looking for a way to set your brand apart, start weaving more stories into your marketing. As you do, notice which ones get the most traction. You’ll learn so much from your audience’s response to the stories you tell, all while building deeper connections with the people you want to serve.
Want to learn more about storytelling? Testimonials are a great way to share client success stories and grow confidence in your brand.
Learn how to gather and use testimonials to build trust and drive conversions:
