Give readers a shot of the love drug, oxytocin
We knew stories were more effective than charts, tables, graphs and simple assertions at helping readers remember what they’ve read, use the information and make good decisions based on the information.
That’s according to a 2003 study by University of Oregon professors Judith Hibbard and Ellen Peters.
But now it turns out that stories may perform better than sophisticated legal maneuvers, be the best way to help someone solve a logic problem, and flood our bodies with the same chemical we produce during sex.
Let’s take a look at the research:
1. The jury is in.
Here’s an argument for storytelling, if I’ve ever heard one: In a trial to determine whether the defendant, Johnson, was guilty of stabbing another man, Caldwell, to death in a barroom fight, it didn’t matter what evidence lawyers presented as much as how they presented it.
Whoever tells the best story wins
Storytelling is “the most powerful form of human communication,” according to Peg Neuhauser, author of Corporate Legends and Lore.
Indeed, stories can help you grab attention, boost credibility, make your messages more memorable — even communicate better.
Stories are so effective that Og Mandino, the late author of the bestselling The Greatest Salesman in the World, says, “If you have a point, find a story.”
At Master the Art of the Storyteller — our two-day creative-writing master class on Sept. 25-26 in New York — you’ll learn to find, develop and write stories that engage readers’ hearts and minds.
Specifically, you’ll learn how to:
- Find the aha! moment that’s the gateway to every anecdote.
- Elicit juicy stories with the key question to ask during an interview.
- Organize your material into a powerful story in just three steps with our simple storytelling template.
- Start an anecdote with a bang — instead of a whimper.
- Find anecdotes in the making with “WBHA.”
Last chance in 2017! Register for Master the Art of the Storyteller today.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Rather bring Ann in to train your whole team?
Ask about piggybacking on my upcoming engagements in: