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Many times we write content of great value, something that we think can be very useful for our readers. But when we publish it, we see that it does not have even a hint of the impact that we expect after our effort. It is not because the content itself was bad, or does not have value for users; but because of our brains. Learn the correct way to  Stimulate the Minds of Customers .

How many times have we been told that something is too hot, but it's not until we taste it and burn ourselves, blow on it, or stir it? Our brain needs more than just information. And this is where the power of storytelling comes into play. The information you provide is the value of your content, while the story you tell is what makes it digestible, impactful, interesting, and memorable.

The science behind the stories
Everyone enjoys a good story. Whether it's a movie, a book, or just something our friends are netherlands phone number example telling us about that happened to them. But why do we feel more involved when we're on the receiving end of a narrative of events?

If we read or hear a simple list of facts, only certain parts of our brain are activated. In Neurolinguistics they are called Broca's Area and Wernicke's Area. Basically, they are our language processing centers in the brain, where we translate words into meanings or semes . And that's it, that's it.

What scientists, particularly this Spanish group of neurolinguists , have discovered in recent years is that narrative activates many other sections of our brain as well, thus explaining why the experience of reading allows us to “feel” what we read. For example, if we read “Pablo kicked the ball hard” or “Juan stretched out his arm to grab the cup that was offered to him,” our brains activate not only the meaning interpretation centers, but also our motor cortex, which is responsible for coordinating our movements.

The same thing happens with words that we associate with aromas, flavours, emotions; they activate the same areas of our brain that would be activated if we were smelling, tasting or feeling. You can see in the following example, taken from the research article by Speer, Reynolds, Swallow and Zacks (2009, Association fo Psychological Science), how while we read, our brain activates various areas related to spatial and temporal orientation, decision-making centres, etc.



We now understand that listening to stories can activate our brains better. But why? Why do stories have such a powerful impact on our learning? The answer is simple: it's our nature. We are made that way. A story, broken down into its elemental parts, is nothing more than the connection between a cause and its effect. And that's exactly how our brains work.

Whenever we hear or read a story, we try to relate it to our previous experiences. That's why metaphors work so well to spark our interest. While we're busy searching for a similar experience in our brains, a very particular area of ​​our brain called the insular cortex is activated , which helps us relate the same experience to emotions like pain, joy, fear, and more.

[Tweet “When we are recipients of a story, our brains act as if we were living it.”]

We automatically link metaphors and literal events. Every area of ​​our brains is constantly searching for the cause-and-effect relationship of something we have already experienced. And what good does knowing this do us?


Stimulating Customers' Minds Using Storytelling
You don't need to create a narrative that will keep the reader sitting on the edge of their seat for hours. Nor do you need to create an epic saga. It doesn't take much to be able to harness the power of narrative in your content to stimulate the minds of customers. Common, everyday scenes can make our reader more immersed in our story, simply by making it easier for them to identify with the story.