Telling great stories is an art and science… here is a great story about the neural underpinnings of what makes a great story. Although the focus of this video is on giving, identify the elements of a story that illicit a response that promotes engagement is the HOLY GRAIL of social media.
From: “The two ingredients of stories that motivate giving”, By Jeff Brooks.
Here’s a video about story-telling that every fundraisers should see:
Or watch it here on YouTube.
In short, it describes a study that found the most impactful stories have two key elements:
- Distress, produces cortisol, which helps us focus attention on the story.
- Empathy, which produces oxytocin, which promotes a sense of connection.
And when these things are present, hearers of the story are much more likely to give.
Do your stories have both distress and empathy in them?