There are stories, and then there are stories that captivate. Some stories are so engaging that we lose all sense of time and place. We become one with the story.
There’s a name for this phenomenon. It’s called “narrative transportation.”
Have you ever gotten so caught up in a book you were reading that you stayed up all night to finish? Has there ever been a television series where you felt the characters had actually become your friends? So much that you mourned when the show was cancelled?
The Power to Transform
Research has shown that these types of stories not only transport us into the narrative, they also have the power to change us, and not just while we are reading or listening. The effects can be long-lasting. Stories transform. They rewire our brains.
For a story to captivate it doesn’t have to be fantastical. In fact, the more the reader or listener can relate, the easier it is to step into the story.
The Power of Familiarity
One of my all time favorite commercials is from Subaru’s Dog Tested, Dog Approved series. A family of golden retrievers named the Barkleys are driving along in their Suby when they all start barking like mad. The scene cuts to the oncoming lane where we see a mail carrier truck approach. I relate. My own dog loves the mail carrier so much that one day he broke free from his leash and hopped right into the mail truck as the carrier was parking. I can watch that ad over and over and laugh every time. Guess what I drive!
Stories can be sad or funny, inspiring or ridiculous. With its ability to grab attention, create emotional bonds and transform your audience, storytelling is one of the most powerful marketing tools at your disposal.
Tell me in the comments, have you ever felt like you lost a friend once you finished reading a book, seeing a movie or binge watching a television series?
0 Comments