035: The Neuroscience of Narrative

<p><span style="font-weight: 400;">Stories allow us to create a world for our prospects "as we want it" to be (or as it "should" be). But there’s also an order we need our readers’ brains to release neurochemicals in? Without this order, the story’s impact can be negatively affected. </span></p> <p> </p> <p><span style="font-weight: 400;">Today’s episode focuses on the neuroscience of narrative, specifically on an article that studies how neurochemicals are released during inspiring stories, public service announcements, and Superbowl advertisements. Dr. Paul Zak conducted three studies in order to analyze how cortisol and oxytocin, and other neurochemicals were released in participants and their impact on human behavior, attention, and engagement. </span></p> <p> </p> <p><span style="font-weight: 400;">How can we ensure our copy grabs attention, elicits empathy, and induces pleasure?</span></p> <p> </p> <p><span style="font-weight: 400;">When writing copy, it’s important to remember the three phases to your story: normal, explosion, and new normal.</span></p> <p> </p> <p><strong>What To Look For In This Episode:</strong></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Always get attention first.</span></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Do your prework to build empathy and that connection</span></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Don’t try to be cute, clever, or funny without gaining attention and connection first. </span></li> </ul> <p> </p> <p><strong>Journal Article:</strong></p> <p><span style="font-weight: 400;">Why Inspiring Stories Make Us React: The Neuroscience of Narrative</span></p> <p><a href= "https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/pdf/cer-02-15.pdf"> <span style= "font-weight: 400;">https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/pdf/cer-02-15.pdf</span></a><span style="font-weight: 400;"> </span></p> <p> </p> <p><span style="font-weight: 400;">Za