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Create Engaging Content by Using Emotions and Functional Storytelling

Humans have been telling stories since the age of the caveman. They painted large herds of prey, good food, and dangerous places. We have recorded stories on stone tablets, thick parchment, and hard drives. When it comes to influencing targeted audiences, storytelling could be the most powerful tool of all. This power comes from the ability of stories to arouse human emotions and hormones that make people more receptive to your message.

Stories make us feel human by motivating us, creating laughter, and causing empathy. We identify with characters and feel the pain of another’s loss. The nostalgia of going down memory lane, feeling the emotion in a love story, or being immersed in a boisterous tale of adventure, helps us bond—and pay attention.

Once the audience has experienced these emotions and the accompanying hormone surges, targeted messages are more likely to stick in the mind of the consumer. Engaged audiences are focused, positive, relaxed, trusting, and motivated. Therefore, creating simple, unexpected, credible, concise, emotional stories increases the likelihood of engagement. This increased engagement creates trust and increases the impact of the story’s message.

Storytelling could be the most powerful way to motivate someone to act because of the power of stories to create strong emotions and receptive attitudes in the minds of consumers and targeted audiences.

—Robert Vergara


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