People Place Story - How to Communicate with Impact

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Welcome to another episode of People Play Story, where we delve into the fascinating world of storytelling and its profound impact on communication. Today, we explore why stories resonate with us more than mere facts and how brands leverage storytelling to influence consumer behavior.

We begin by examining our earliest story memories, like "The Very Hungry Caterpillar," and how these narratives embed themselves in our minds, creating lasting impressions. This episode uncovers the neurological basis for why stories are 22 times more memorable than facts, highlighting the role of emotions in memory retention.

We discuss the metaphorical battle between logic and emotion in our brains, represented by "Mister Spock" and "Mister Trump," and how stories often appeal to our emotional side, influencing decisions before logic kicks in. Real-world examples, such as impulse buys and Apple's marketing strategies, illustrate how storytelling creates emotional connections with products.

Beyond consumer behavior, we explore how stories foster empathy and connection, citing research that shows reading fiction enhances our ability to understand others' emotions. Stories are not just for entertainment; they are tools for personal growth and social change.

Join us as we reflect on the power of storytelling to shape our lives and consider how we can harness this power to create positive change. What stories have shaped your life, and how can you use storytelling to impact the world around you? Until next time, keep exploring and keep the power of story alive.

[00:00:08] Martin Kloss:

Hi, and welcome to People Play Story, a podcast about storytelling   and how to communicate with impact.   My name is Martin Kloss, and I'm a professional story coach and speaker trainer.   I recently wrote a book. It's called People Play Story,   but it's only available in German for now. So to help me reach a wider audience and spread the word about the power of stories,   I created this podcast.   Full disclosure, what you're about to hear is generated by an AI,   courtesy of Google's notebook LM.   And each episode is based on a different chapter of my book.   I hope you enjoy it and that I can give you something to think about today. Have fun.  



[00:00:53] Unknown:

Ready to have your mind blown about the power of stories. Oh, yeah. We're diving deep today to why stories stick with us so much better than just plain old facts. Yeah. And get this we'll even uncover how brands use these same storytelling tricks to, well, make us buy things. Mhmm. All this and more. It's really fascinating. It's like this hidden language.   Our brains are wired to respond to it often without us even realizing it. Okay. So let's unpack this a little bit. Think back to your absolute earliest story memory. Got it. Hold on to that for a second. It's more important than you might think. Because those childhood stories,   like my well worn copy of The Very Hungry Caterpillar,   they weaved their way into our memories and stayed there.  



[00:01:35] Unknown:

Decades later, I can still practically picture those pages. Exactly. The document saying stories don't just give us information, they give us experiences. Right. And experiences are way more vivid and memorable than, say, like, a list of facts. Yeah. But there's a deeper reason for that, a neurological reason. Okay. Our brains are wired to prioritize emotions over facts.   Did you know studies have shown that information wrapped up in a story is something like 22 times more memorable? It's like an emotional superhighway   right into long term memory. 22 times. That's,  

[00:02:06] Unknown:

that's pretty convincing. So how does that actually work? Why do our brains seem to love a good story more than just cold, hard facts?  

[00:02:13] Unknown:

Well, the document dives into how our brains work. Okay. It uses these two metaphors. Okay. Think of it like this. We've got mister Spock. Mhmm. All logic and careful analysis   hanging out in one corner of our brains.   And then there's mister Trump who represents the emotional side, all gut feelings and immediate reactions. I love that. It's like Spock is, like,  

[00:02:35] Unknown:

meticulously  

[00:02:36] Unknown:

reviewing all the data logs while Trump is already, like, halfway through building a casino based on a hunch. Exactly. And the document is arguing that more often than not, when a story comes along, it's mister Trump who grabs the wheel and decides how we're gonna react. Oh, wow. They call it,   effective primacy.   Basically,   our amygdala,   that's the part of the brain that processes emotions. Right. Gets the information   milliseconds before the logical prefrontal cortex can even boot up. It's like, by the time Spock is putting on his reading glasses,   Trump's already hit the buy button.  



[00:03:07] Unknown:

So we're basically walking around making decisions based on feelings, and then our inner Spock frantically tries to justify them after the fact. Often. Yes.   And stories know exactly how to play this to their advantage. Okay. That's starting to make sense. But are there any, you know, real world   examples of this? I mean, aside from  

[00:03:26] Unknown:

my undying love for a very hungry caterpillar. Think about it. Those impulse buys in the checkout aisle. Oh, yeah. You're already mentally checked out from shopping. Your willpower is drained. Yeah. And suddenly, that candy bar seems like a fantastic,   much deserved treat. It's like my inner spark is whispering about calorie counts, and then bam, chocolate bar in the basket. But that's marketing. Right? What about stories themselves?  

[00:03:50] Unknown:

What remember those childhood stories you were asked to think about? Yeah. That feeling of wanting to hear them again and again? Yeah. The document argues that because each time you hear a story that resonates,   you get a surge of feel good hormones. Right. And that reinforces   the memory,  

[00:04:05] Unknown:

making you crave more. So it's like stories are hitting the reward button in our brains, keeping us hooked. Exactly. Mhmm. And those emotional responses, what the document  

[00:04:14] Unknown:

calls somatic markers Okay. They get attached to the information in the story. It's like putting a big, bright, sticky note on that memory file,   important,   exciting.   This made me laugh. Making it much more likely our brains will hang on to it. So we're not just passively absorbing stories.   They're actively shaping how we remember and experience   the world around us. Yeah. So our brains are basically hardwired for narrative. It's like tapping into those same ancient pathways   that helped our ancestors survive by remembering crucial information like, hey, those berries are poisonous. Right. But this isn't just about ancient history or even childhood memories.  

[00:04:53] Unknown:

This document goes on to draw a fascinating parallel to something incredibly relevant to our lives today. Yeah. It's true. The document specifically brings up Apple. Okay. Think about it. Apple has mastered the art of crafting a powerful narrative around its products. Right. It's not just about the technology. Right. It's about creativity,   innovation,   sleek design,   and the feeling of being part of a tribe that, you know, thinks different. Okay. I can see that. They've definitely tapped into something. There's a certain, I don't know, allure to the Apple brand even if you're not, like, a tech person. Exactly. Apple has successfully associated their products with positive emotions Right. Aspirations, and a sense of belonging.   They've turned their brand into a story. And just like those captivating childhood tales,  

[00:05:38] Unknown:

we find ourselves drawn in wanting to be part of that narrative. Of course, our good friend, mister Trump, is eating this up. It's like he's throwing money at the screen every time a new iPhone commercial comes on. Yeah. You're not wrong.  

[00:05:51] Unknown:

But in all seriousness, what's fascinating here is that we often choose products based on these emotional connections Yeah. Even when cheaper or more practical options exist. Mhmm. We're not always rational consumers   because, well, our brains aren't always driven by pure logic. So to bring this back to the power of story,  

[00:06:10] Unknown:

it's not just about entertainment. Right? Right. This document seems to suggest that stories can be incredibly powerful tools in all sorts of ways. Absolutely. We've been talking about how stories are memorable Right. But they can also be incredibly persuasive.  

[00:06:25] Unknown:

Okay. Think about a time when someone tried to convince you of something using pure logic Yeah. Facts and figures.   Did it work?  

[00:06:33] Unknown:

Honestly, probably not. I'm more of a, like, show me, don't tell me kind of person. Exactly.  

[00:06:38] Unknown:

But now think about a time when someone told you a story K. A story that made you feel something Yeah. That connected with you on an emotional level. Right. The document argues that those stories have a way of bypassing our logical defenses and planting ideas, beliefs, even values  

[00:06:55] Unknown:

directly into our hearts. It's true. A good story can really stay with you long after you've heard it, And it's not always about being tricked or persuaded. Right?   Sometimes it's about gaining a new perspective or connecting with someone on a deeper level. Mhmm. I remember reading To Kill A Mockingbird in high school,  

[00:07:12] Unknown:

and it completely changed how I saw the world. That's a perfect example. And the document highlights that this power of story, it isn't limited to, like, fictional narratives. Okay. Even just sharing a personal story, like a memory from a family vacation or something,   can strengthen bonds between people. It creates a shared history. Yeah. A connection that goes beyond just the events themselves. Yeah. It's tapping into that fundamental  

[00:07:36] Unknown:

human need for connection and belonging. It's like that saying, people won't remember what you said.   They'll remember how you made them feel, and stories have a way of making us feel a whole lot.   But this idea of stories building empathy and connection, is there actual science to back that up? Absolutely.  

[00:07:52] Unknown:

The document cites research showing that reading fiction, for example K. Can actually improve your ability to understand and relate to others' emotions.   It's like stepping into someone else's shoes through the power of narrative. So we've gone from these, like, childhood memories to Yeah.  

[00:08:07] Unknown:

Apple's marketing genius. Right. But it sounds like there's an even bigger takeaway here, right, about the power of story. Yeah. It's not just about being entertained or even persuaded. Mhmm. It's about, like, tapping in something fundamental about how we connect, how we understand ourselves, and the world around us. Exactly.  

[00:08:24] Unknown:

The document even goes so far as to say that understanding this power of story can be incredibly empowering on, like, a personal level. We're not just passive recipients of stories. Right? We can become active creators. So instead of just, like, reading a book or watching a movie, we can harness that same power to tell our own stories. Precisely.   Think about it. How often do we try to convince someone of something   using,   like, logic and reason alone? Mhmm.  

[00:08:53] Unknown:

And how often does that actually work? Let's be honest. Sometimes even my inner spot can't convince myself to, like, put down the cookies and go for a run. Exactly. But what if instead of bombarding someone with, like, facts and figures, we tried telling a story? Yeah. A story that illustrates our point. A story that connects with them on an emotional level. It's true. Sometimes a well placed anecdote can be way more persuasive than, like, this perfectly crafted argument. But beyond just persuasion,   it seems like this document is saying that stories can actually help us grow,  

[00:09:26] Unknown:

become more understanding, more empathetic individuals. Absolutely. And it goes back to what we were discussing earlier about somatic markers and how our brains process information. Okay. When we hear a story about someone   overcoming a challenge, for example Right. Our brains don't always distinguish between,  

[00:09:42] Unknown:

like, a lived experience and a vividly told story. You're saying that just listening to a story can create similar emotional and even neural responses  

[00:09:52] Unknown:

as if we were going through that experience ourselves. Exactly. It's like a form of emotional and even mental rehearsal for real life situations. Oh, wow. We can, like, try on different perspectives, experience the world through someone else's eyes, all through the power of story. That's incredible.   So stories aren't just entertaining. They're like empathy training simulators for our brains. That's a great way to put it. And that's why stories have always been such powerful tools for, like,  

[00:10:17] Unknown:

sharing knowledge, building communities, and even sparking social change. So as much as we might, you know, love a good data point,   it sounds like it's the stories that truly connect us, that help us make sense of the world   and ultimately make us human. And that, I think, is the real power of story. It's not just about, you know, escaping into a good book. It's about understanding ourselves and the world around us more deeply. It definitely has me thinking about how I can be more mindful of, like, the stories I consume and the stories I share with the world. Yeah. And that's what a good deep dive should do. Right. Spark new questions, new insights, and new ways of seeing the world around us. Absolutely. So to all our listeners out there, we'll leave you with this. What stories have shaped your life, and how can you use the power of story to create positive change in your own world and beyond? Until next time. Keep exploring, keep questioning, and keep the power of story alive.  

[00:11:19] Martin Kloss:

Hi, everyone. It's me again. Just a quick note before I let you go.   I hope you found today's episode entertaining,   engaging, and maybe even inspiring.   If you did, please spread the word. And if you didn't, please keep it to yourself.   And if you wanna know more, have any questions, or wanna work with me, please get in touch with me on martinklaus.com   or on LinkedIn.   Now have a great day. Go out and do something fun.