Storytelling is a powerful communication tool that captivates and emotionally engages audiences by linking them to their experiences and values. It enhances memory retention and empathy through neural coupling, activating various brain areas and releasing dopamine during emotionally-charged events. The structure of storytelling, including exposition, rising action, climax, falling action, and denouement, is essential for effective narrative construction.

1. Sto t n
Basics
Once upon
a time...
Since we can remember,
people...moms, dads, grandparents,
aunts, uncles--that friend that likes
to over-exaggerate even to the
tiniest of details--have been telling
stories to excite, intrigue, convince
or impress their listening audience.
If you think of it, storytelling is the
most single powerful communication
tool we have that can captivate,
connect emotions, authentically
engage and bond your messaging
with your audience.
So, what makes storytelling so
powerful? People are naturally
drawn to stories.
Humans are emotional/social
creatures
Stories help us remember
- Our brains are wired to remember stories.
Stories influence how we decide
- The brain chooses the information it wants,
then remembers that information.
Stories unlock empathy in our
brains
- We can see ourselves in a story, we can relate to
them. Many times, emotional connections are
established through stories.
- Storytelling is the language of emotion. Stories
are an effective way to transmit important
information and values from one individual or
community to the next.
Stories link us to our sense of
generosity
- Stories help us to become more empathic,
motivating us to make positive changes in our
life and in others’.
Our brains
love
stories...
How storytelling
influences the brain...
A story activates parts in the
brain that allows the
listener to turn the story in to
their own ideas and
experience--thanks to a
process called neural
coupling.
Neural Coupling
Listeners will not only
experience the similar
brain activity to each
other, but also to the
speaker.
Mirroring
Dopamine
The brain releases dopamine
into the system when it
experiences an emotionally-
charged event; making it
easier to remember and with
greater accuracy.
Cortex Activity
When processing facts, two
areas of the brain are
activated (Broca's and
Wernicke's area). A well-told
story can engage many
additional areas, including
the motor cortex.
Stories that are personal and emotionally compelling
engage more of the brain and thus are better
remembered than simply stating a set of facts.
Stories are more than simple fairy tales. It turns out, they
actually alter our brains, and can even change the way we think
and act.
Freytag's
Dramatic Arc
Get your brain into a
storytelling mindset...
Exposition Denouement
RisingAction
Climax
FallingAction
Exposition - This is the introduction of a story, the part that establishes
the context.
Rising Action - The engine of the story. It’s that essential “why” that
rationalizes why the action of the story is taking place. Rising action
builds tension and keeps the audience engaged. It does this by having
purpose and direction.
Climax - This is the apex of a story, the peak point where conflict is met
head on and vanquished, whether through success or failure.
Falling Action - Falling action wraps up the narrative, resolves its loose
ends, and leads toward the closure.
The End
Denouement - The conclusion of the story. By this part of the story,
everything has been resolved and your audience has closure.
SOURCES:
1. Clearvoice.com, "Why Is Storytelling Important"
2. Greatergood.berkeley.edu, "How Stories Change the Brain"
3. Onespot.com, "The Science of Storytelling
4. Technori.com, "Dramatic Arc: The Backbone of Content Marketing
5. Blog.hubspot.com, "The Psychology of Stories: The Storytelling Formula Our Brain Crave
6. Writeshop.com, "5 Stages of Storytelling"
7. Blog.hubspot.com, "Storytelling in Sales: 5 Steps to Create a Netflix-Worthy Narrative"
Infographic: Manresala, LLC