Marketers have long assumed that great stories help build relationships with consumers, but until recently, we haven’t known why or how. Luckily, we have a content guru to help uncover the secrets of
storytelling and how stories make our brains want to buy.

This month, Joe Lazauskas, Head of Marketing for Contently, technology and marketing journalist, and co-author of a best-selling book, The Storytelling Edge: How to Transform Your Business, Stop Screaming into the Void, and Make People Love You, gave us the inside scoop on how storytelling can make our brain light up, spike empathy and affect purchase considerations.

The power of a good story

A good story can literally light us up and, summarizing Joe’s impressive scientific data, increase neural activity in our brains. This means that people are more likely to remember information if it’s told in a story. And if the story is told correctly, they’re also more likely to share it with others.

Make it easy to get engrossed in your content

There are a variety of tips that can turn a story from good to great, according to Joe. The trick is to
create simple, yet relatable content that captures the audience’s attention. Draw them in early and use
new twists and turns to keep them interested. To build better connections, position your audience at the forefront of your story and speak to them as a central character.

Joe provided his four key elements for storytelling. But we can’t give away all his secrets here! Watch the full, recorded presentation to learn more about how stories can drive purchase considerations and how you can increase the effectiveness of your content on our Social Media Breakfast Facebook Page.

Non-Profit Spotlight: Extended Hands Pantry

Extended Hands Pantry is a volunteer driven, faith-based non-profit organization that provides groceries and household items to those in need, and offers tutoring for children in low-income neighborhoods. They operate outdoors curb-side at Lighthouse Church and School on Schroeder Road in Madison on Monday and Friday and is open to anyone in Dane County.