The science behind why stories sell

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

I've always been a sucker for a good story... we all are, actually. This week, we're exploring why our brains are hardwired to connect with narratives and how the best marketers are using this human trait to create campaigns that resonate. 

—Elena  

 

Storytelling ads generate twice as much organic sharing compared to non-story driven ads.   

Research published in the Journal of Consumer Behavior found that ads with strong narrative structure significantly boost word-of-mouth intention, making people far more likely to share them with others.  

 

Why stories work in marketing.           

1. Stories trigger mirror neurons in our brains. When people watch a well-structured story unfold, our brains react as if we're experiencing it ourselves. This neurological effect increases emotional engagement and creates stronger brand connections.
   
2. Storytelling makes brands more trustworthy. Brands using storytelling in their ads are perceived as more trustworthy than those relying on straightforward product messaging. Consumers feel emotionally invested and are more likely to buy.
   
3. Balance emotion with practical information. The best stories for marketers are more than entertainment. They serve a purpose by making the brand memorable, highlighting what makes the product unique, or driving immediate action.
   
4. Keep it short and focused. In TV advertising, you only have 15-30 seconds. Digital video often has even less time. Drop viewers into a key moment that highlights your brand's role in solving a problem while making them feel something.
   
5. Remember you're in marketing, not Hollywood. The goal isn't just to tell a great story—it's to drive relevance and market share. Balance emotional storytelling with practical information for consumers ready to buy.

Listen in on our discussion.

 

“The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word-of-mouth intention"  

This research found that ads with a strong narrative structure significantly increase consumer engagement and sharing. The study provides evidence that storytelling is more than just creative expression. It's a proven driver of marketing results. 

Read the research.

 

 

The power of story.         

“The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come." 

— Steve Jobs, co-founder of Apple