Everyone loves stories, whether they come in form of movies, books, comics, news stories, interviews, monologues, blogs, etc. Even witnessing road rage is like viewing a story. When it comes to marketing & advertising, stories have ruled the roost for ages. All iconic campaigns have donned the art of storytelling to amuse the audience. So, why is it better to storytell than just tell? Well, there’s a very simple yet profound psychological reason for that. Human mind is not designed to sustain attention to mundane facts, even if you have undying love for that very specific subject. For example, you might like Mozart as a personality, but can you read his biography? I cannot. But on the other hand, I can view the brilliant film Amadeus at least once a year. Simply because it is a story, a story captured so subliminally that it immediately conquers my senses and intellect. In other words, stories engage our senses and intellect (of whatever degree) in a manner that a bland stats sheets cannot.
Why do stories work?
‘What happens next?’ factor – Even in a 30-second TVC if the sense of ‘what happens next’ goes away, the channel is changed in a second. The suspense, the craving to know what’s going on is what keeps the audience engaged.
Stories cut through reality – Stories, mostly unreal and fascinating, draw the audience from the real and usual to imaginative and unusual. It’s human tendency to find a high in wishful thinking and mind-made situations.
Stories Stimulate – The impact of what’s going on before you on your senses and mind creates a fluctuation to your thoughts. Stories simply excite our minds, they stimulate our senses which are often curbed or stay monotonous in everyday life.