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Storytelling: A Copywriter’s Trick to Mastering the Science Behind It

A few days ago we came across an amazing infographic by One Spot and we loved the way it summarises the science of storytelling.

We then decided to break it down and analyse its main components drawing from our own experience as copywriters. What makes storytelling effective? Why does it matter so much in the current Marketing trends? Keep reading and find the answer to these and many other questions!

Part 1:

The Science of Storytelling Infographic Part 1

The first part of the infographic explains that stories have an emotional effect on the human brain. This refers to the topic of our previous article: Emotional Marketing. In other words, stories are interesting and memorable, and memorability is the foundation of any successful branding strategy. You can even use storytelling in your elevator pitch! As John Hegarty said, “it is very difficult buying something you can’t remember.”

To deliver powerful stories, content needs to be short, have a great title to grab readers’ attention, be linear, and express a clear narrative. Also, one image is worth a thousand words! According to the first part of the infographic, the human brain processes images 60x faster than it processes words. Conclusion: visual aids such as pictures and videos play a big role in storytelling.

Part 2:

Storytelling Infographic Part 2

The second part of the storytelling infographic deals with four different concepts. Namely, neural coupling, mirroring, dopamine production, and cortex activity. These are brain functions that trigger in the brain when a person listens to a well-told story. Also, messages delivered as stories can be up to 22x more memorable than just facts. Again, memorability!

Part 3:

The Science of Storytelling Infographic Part 3

You’ve decided to approach your Marketing strategy through storytelling. Great! Now what? What type of content should you use to tell your story? According to the third part of the infographic, you can choose between text-only content or text+video content (blog posts, whitepapers, websites, tutorials, etc.); visual content (infographics, slideshares, social media banners, etc.); or video content (webinars, how-to videos, interviews, etc.). Whatever the format, make sure the content is impactful.

Part 4

The Science of Storytelling Infographic Part 4

Moving onto content per se, what kind of stories stick? The fourth part of the storytelling infographic explains that informative and educational stories are the safest bet. Entertaining and inspiring stories are also good, but not as much as content that teaches something new. For the best results, all storytelling should be relevant, include quality content, be personalised, and be measured.

Learnings From the Storytelling Infographic

Consumers are exposed to an incredibly big amount of content every single minute of the day. For them stop scrolling and devote their time to reading yours, you need to deliver compelling and memorable stories. It’s not an easy task, as you can see, which is why ghostwriting is so big these days!

We hope this article helps you get a better idea of what effective marketing involves nowadays. If you need to deliver impactful Spanish copy, just let us know!

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