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Telling effective stories has a number of effects on your audience:

  • Captures the attention of the audience (or customer)
  • Motivates individuals and groups to take action
  • Builds trust and rapport
  • Makes data and facts sing by becoming applicable, interesting, and relevant
  • Infuses information with “stickiness” to improve retention. For example, everyone knows that “slow and steady wins the race.”
  • Transforms beliefs and changes minds

When we listen to a standard presentation or boring lecture, the Broca’s area of the brain is stimulated. This area deals with language and logic. In contrast, when we are told a story with rich meaning and visual cues, things change dramatically. Both the right and left sides are activated. The right side (creative side) is engaged and stimulated. Stories grip us and help us experience emotions.