{"id":9194,"date":"2018-02-02T05:30:00","date_gmt":"2018-02-02T05:30:00","guid":{"rendered":"https:\/\/www.voicebooking.com\/blog\/why-storytelling-always-beats-facts\/"},"modified":"2023-10-10T13:45:55","modified_gmt":"2023-10-10T11:45:55","slug":"why-storytelling-always-beats-facts","status":"publish","type":"post","link":"http:\/\/www.voicebooking.com\/en\/blog\/why-storytelling-always-beats-facts","title":{"rendered":"Why storytelling always beats facts"},"content":{"rendered":"\r\n<p><span style=\"font-weight: 400;\">&#8221;We are active in 21 countries&#8221;. &#8221;Our turnover has increased by 13%&#8221;. &#8221;We invest 35,000 euros in sustainability&#8221;. You can\u2019t be clearer or more persuasive, can you?\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Well\u2026 then you don\u2019t yet understand how the human brain works. It gets the facts and figures just fine, it just doesn&#8217;t always feel very enthusiastic about them. To engage the brain, and thereby your viewers, readers or listeners, you still need a really good story as well.<\/span><\/p>\r\n<p><iframe loading=\"lazy\" title=\"Why writing down facts is a complete waste of time!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/brL7ItziP64?start=3&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\r\n<p>&nbsp;<\/p>\r\n<p><span style=\"font-weight: 400;\">In this post we will go through how to use facts when storytelling, and why facts don\u2019t matter as much as the good telling of a story.\u00a0<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Back in time<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">The passing on of knowledge began visually. First there were cave paintings and individual words. Then came the stories around the campfire, written text came later. From way back, our brain was thus &#8221;wired for visual and verbal stories&#8221;.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In other words, our brains did not evolve side by side with Powerpoint presentations. Yes, of course numbers and statistics trigger action in our brain, but just a little bit of it. Do you really want to reach someone? Then you need to come up with a good story.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">That\u2019s why Martin Luther King didn\u2019t say: &#8221;People\u2026 I have here a number of interesting facts and figures!&#8221; He had a dream, and he took us along for the ride, with his story.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Science is in agreement: stories do something to us. MRI scans show that a character driven story stimulates the production of the happiness hormone oxytocin. It turns out that emotional content within narrative results in better understanding of the most important points of a story.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">What makes a good story?<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Ernest Hemingway once won a bet, by writing a story that would make people cry\u2026 in six words.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Unbelievable, how a story of just six words can invoke so much emotion. This mini-story has drama and makes you curious.What happened then? A family short on money? A baby born without legs? A miscarriage?<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Our brain wants to complete the story. Bring structure to it, to understand.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">A good story is a kind of catalyst that gets the right parts of your brain going. That\u2019s rather different to asking it to immediately remember something factual, as with &#8221;We are active in 21 countries&#8221;.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Holding something back works. Tell a story that tickles the brain and your listener has almost no option but to start working with that story.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Many scriptwriters and advertisers make eager use of this.They purposefully go for the grey area between clarity and obscurity. In this way you create suspense and challenge people to become involved with your story.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">The story continues\u2026<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Our brain simply hates open endings. We love plays, films, books and Netflix series. Drama. Controversy. We want to know how the story ends. But in the meantime the road that leads there is much more interesting.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We want a lead character that we can identify with. Developments that we want to see concluded. Emotions that touch us and spur us to action. And that\u2019s often where it all breaks down, if we only get to hear facts.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If, for example, we want to tell the public something about a product or service too often it\u2019s all about straight facts, instead of weaving a good story around it.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Hollywood secrets<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">One of Hollywood\u2019s most famous storytelling gurus is Robert McKee. He worked on scripts for Game of Thrones, Breaking Bad and Lord of the Rings; and wrote the bestseller <\/span><a href=\"https:\/\/www.amazon.com\/Story-Structure-Substance-Principles-Screenwriting-ebook\/dp\/B0042FZVOY\"><span style=\"font-weight: 400;\">&#8221;Story&#8221;<\/span><\/a><span style=\"font-weight: 400;\">, about his experiences. He also helps businesses tell their story more effectively.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">You surely know this famous quote from him:<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">&#8221;Today all companies are media companies, but only a few of them know it.&#8221;.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">According to McKee businesses have a lot to learn from Hollywood storytelling techniques. But then, with one important difference. Corporate, brand or product stories always end well.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Still, McKee makes a plea to let your struggles and errors be seen. It just serves to make your story more convincing.<\/span><\/p>\r\n\r\n\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">From sales facts to story<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Whether you\u2019re making video-content for the web, corporate films or radio spots, often the aim is to use it to sell something. Let\u2019s be honest, nowadays the offering of one washing machine producer and another is pretty similar.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">A good story can therefore make the much needed difference.Where the attention of consumers is scarce, only a good story will guarantee that you\u2019re listened to.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">How often have you heard a voice over tell you that the &#8221;world is changing&#8221; and that today X number of people are on Facebook, X have a smartphone and that is growing by X percent a year? But, that\u2019s another story.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">People retain a good story more easily retained and pass it on more often. With a good story you can also give your offering more meaning, because people will gladly hear why the brand that they buy makes their life or the world a little better.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Where do you find such a story?<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">A good story can often be found close to home. In every company, in every organisation, in every product, there is at least one good story. Sometimes the story is already there, but it is told in the wrong way. Sometimes it\u2019s hard to find, because you\u2019ve forgotten it or overlooked it.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We were recently interviewed by a journalist about the introduction of a new service. When I later read the blog, I saw that there were parts I had failed to mention.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Just because I\u2019m so wrapped up in it all.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">And so, if I don\u2019t watch out, all too quickly I\u2019m just rattling off the facts. Telling a good story remains a craft. So, make sure you look for, and find, a story that gets your audience\u2019s brain really working.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We can help you in fact, by setting one of our scriptwriters to work for you.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Because: if you can\u2019t tell, you can\u2019t sell.<\/span><\/p>\r\n<p><i><span style=\"font-weight: 400;\">Want to learn more about scriptwriting? Download our whitepaper with <a href=\"https:\/\/wp-staging.voicebooking.com\/en\/52-tips-for-writing-persuasive-voice-over-scripts\">tips on writing captivating voice over scripts<\/a><\/span><\/i><i><span style=\"font-weight: 400;\">. Start reading, enjoy writing, celebrate your success!<\/span><\/i><\/p>\r\n<p><i><span style=\"font-weight: 400;\">Ready to bring your e-learning to the next level? <\/span><\/i><a href=\"https:\/\/wp-staging.voicebooking.com\/en\/e-learning-courses-with-impact\"><i><span style=\"font-weight: 400;\">Download<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> our whitepaper with tips on creating an effective e-learning course.<\/span><\/i><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>&#8221;We are active in 21 countries&#8221;. &#8221;Our turnover has increased by 13%&#8221;. &#8221;We invest 35,000 euros in sustainability&#8221;. You can\u2019t be clearer or more persuasive, can you?\u00a0 Well\u2026 then you don\u2019t yet understand how the human brain works. It gets the facts and figures just fine, it just doesn&#8217;t always feel very enthusiastic about them. &hellip; <a href=\"http:\/\/www.voicebooking.com\/en\/blog\/why-storytelling-always-beats-facts\">Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":157315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[197,198,659,304],"tags":[1464,1465,1467,1466],"class_list":["post-9194","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-of-en","category-inspiration","category-scriptwriting-2","category-writing-en","tag-benefits-of-storytelling","tag-importance-of-storytelling","tag-storytelling-tips-2","tag-what-makes-a-good-story"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why storytelling always beats facts | Voicebooking<\/title>\n<meta name=\"description\" content=\"If you present your audience with just facts, it wont get their attention. Here is why storytelling beats facts when engaging your viewers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wp-staging.voicebooking.com\/en\/blog\/why-storytelling-always-beats-facts\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why storytelling always beats facts\" \/>\n<meta property=\"og:description\" content=\"If you present your audience with just facts, it wont get their attention. Here is why storytelling beats facts when engaging your viewers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wp-staging.voicebooking.com\/en\/blog\/why-storytelling-always-beats-facts\" \/>\n<meta property=\"og:site_name\" content=\"Voicebooking\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Voicebookingcom\/\" \/>\n<meta property=\"article:author\" content=\"Voicebookingcom\" \/>\n<meta property=\"article:published_time\" content=\"2018-02-02T05:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-10T11:45:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.voicebooking.com\/app\/uploads\/once-upon-a-time.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"344\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jente Kater\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Voicebooking\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jente Kater\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/wp-staging.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts#article\",\"isPartOf\":{\"@id\":\"http:\\\/\\\/www.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts\"},\"author\":{\"name\":\"Jente Kater\",\"@id\":\"https:\\\/\\\/www.voicebooking.com\\\/nl\\\/#\\\/schema\\\/person\\\/8f0668235d0d32ff8b781a6eb6485a5d\"},\"headline\":\"Why storytelling always beats facts\",\"datePublished\":\"2018-02-02T05:30:00+00:00\",\"dateModified\":\"2023-10-10T11:45:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"http:\\\/\\\/www.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts\"},\"wordCount\":1066,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.voicebooking.com\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/wp-staging.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.voicebooking.com\\\/app\\\/uploads\\\/once-upon-a-time.jpg\",\"keywords\":[\"benefits of storytelling\",\"importance of storytelling\",\"storytelling tips\",\"what makes a good story\"],\"articleSection\":[\"Best of\",\"Inspiration\",\"scriptwriting\",\"Writing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/wp-staging.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"http:\\\/\\\/www.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts\",\"url\":\"https:\\\/\\\/wp-staging.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts\",\"name\":\"Why storytelling always beats facts | Voicebooking\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.voicebooking.com\\\/nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/wp-staging.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/wp-staging.voicebooking.com\\\/en\\\/blog\\\/why-storytelling-always-beats-facts#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.voicebooking.com\\\/app\\\/uploads\\\/once-upon-a-time.jpg\",\"datePublished\":\"2018-02-02T05:30:00+00:00\",\"dateModified\":\"2023-10-10T11:45:55+00:00\",\"description\":\"If you present your audience with just facts, it wont get their attention. 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