Why You Can’t Ignore a Good Story

(And neither can your customers)

When I CHECKED my email this morning, I had an unopened one from one of my dearest friends.
The subject read: “A story OF HOPE…”

Despite a long list of tasks I wanted to tackle for the day, I stopped what I was doing, opened it, and turned my full attention to the words staring back at me.

What is it about the promise of a story that captivates us and pulls us in?

The moment we hear those words, something shifts. We pause. We lean in. We want to know what happens next.

That’s not a coincidence—it’s science. Our brains are wired for storytelling. A good story isn’t simply entertainment; it’s a psychological magnet. And if we’re building a brand, we need to understand why people stop scrolling, listening, or zoning out the second a compelling story begins.

ONE

Neural Coupling: Syncing Up with the Storyteller

Ever gotten so lost in a story that you felt what the main character was feeling? That’s neural coupling—when your brain activity mirrors that of the storyteller.

This is what makes a well-told brand story so powerful. Rather than telling people why what you do is great; enable them to experience it. Showing will always be better than telling.

TWO

The Zeigarnik Effect: The Power of the Unfinished

Ever had a song stuck in your head just because you don’t know the exact words to the end of a verse? Our brains hate missing pieces. The Curiosity Gap (or The Zeigarnik Effect) is why clickbait works (even when we know better). When we sense a gap in information, we have an itch to close it.

Smart branding uses this by keeping audiences engaged through episodic content, storytelling-driven marketing, and open loops (like a question in a social post that demands an answer). Leave them wanting more, and they’ll come back for it.

THREE

The Identifiable Victim Effect: We Care About People, Not Stats

Imagine hearing that a million people are affected by a crisis. Now imagine hearing one person’s story—what they’ve lost, what they need, how they feel. Which one sticks with you?

We’re emotionally wired to connect with individuals, not faceless numbers. This is why successful brands use testimonials, founder stories, and real-life customer experiences instead of just throwing data at you. Humans connect with humans.

FOUR

The Transportation Effect: The Escape We All Crave

A good story pulls us out of our own reality and into another world. It’s why we binge-watch shows or get lost in books and movies — — because they free us, even momentarily, from our daily realities, worries, and overwhelm.

The best brands don’t just sell products—they create experiences. They transport their audience somewhere better, whether it’s a vision of who they could be, how they could feel, or what their life could look like.

What This Means for Your Brand

Every brand has a story—often, more than one. The way you weave storytelling into your brand narrative can be the difference between blending into the noise or capturing your audience’s full attention.

So the next time you’re crafting content, ask yourself: Are you just sharing information, or are you telling a story that makes people stop, listen, and remember?

Need help crafting one?

You know where to find me.