Disclaimer: It’s a Chemical Cocktail inhere! 


Yeah, you read it right!

If you run a business and aspire to grow it beyond bricks and mortars, inspire millions of customers and make them give you their hard earned money, then you have to go that extra mile to stand out!

In today’s world, marketing agencies and guru’s will tell you to that you need a social media strategy if you wish to run a successful business. What they don’t tell you is “How to stand out, not just from your competition, but from the million other things on your prospective customers’ Evernote list”


At the current state, your business is not just competing against those from the same domain but every single piece of information on the internet for – The G spot, the prerequisite to your growth –
“Your customers’ attention”.


As
Paul Zak puts it “In order to motivate a desire to take action, a story must first sustain attention – a scarce resource in the brain – by developing tension during the narrative” – This is where you introduce the first element of any story Problem faced by your customers.

Researchers indicate that our brains produce the stress hormone cortisol during the tense moments in a story, which allows us to focus.

Now you have your customers attention, Stage 1 clear, now onto the next one.


Stage 2 is making your customers connect with your story
{Hint: Make their brains release the neurochemical Oxytocin – Oh yes, you can control that}.
Oxytocin is the feel-good chemical that promotes connection, empathy and our ability to experience others’ emotions.

How do you control what goes on inside someone else’s head? Oxytocin is produced when people are shown kindness, which is where the second element of effective storytelling comes in: “How your features benefit the lives of your customers?” By showing them that your business actually adds value to their lives is the key to open those Oxytocin floodgates.

If the story is able to create that tension then it is likely that attentive viewers/listeners will come to share the emotions of the characters in it, and after it ends, likely to continue mimicking the feelings and behaviors of those characters. This explains the feeling of dominance you have after James Bond saves the world, and your motivation to work out after watching the Spartans fight in 300 – Paul Zak


If you are still reading this, then before we move further let’s summarise what we read above:
Every story has the potential to be a success if it has these key elements:

  • Begin with a tension in the narrative, like a major problem your customer is facing, sustain their attention.
  • Once they empathize with the characters of the narrative, in other words, realize that they face the same problem

Drop the ‘Value’ bomb, show some kindness to your customers, don’t start rambling about your “features” instead of talk about how those very features add some value to their lives. Something as simple as “Now transfer money with your phone number”


Chemical reaction – Check
Now you know how memories are formed, imagine empowering your customer with the tools to succeed but wait which tool was that?

Tool A from Co. A or Tool B from Co. B or in today’s competitive landscape the list would just go on.

Last step towards a successful story?
Riddle Time: “What is something every business uses but can never master”

No not HR policies against in-house affairs, but the  Call To Action aka CTA and who doesn’t love a happy ending, which is basically the beacon in the fog for your anxious customer. They feel like someone understands them, has taken the pain to solve for them but are unsure of who that someone is.

A happy ending ensures that your brain releases the chemical Dopamine, the same chemical responsible for that happy feeling. So drop some dopamine to top it off.
Hold your light up high, extend a helping hand, oops, I mean extend them a glowing beacon of a CTA. Let them know what to do next, don’t leave them guessing and lost.


For Organizations
But remember, businesses need storytelling not only to capture the attention of customers but also to motivate employees within the organization by telling them how their company makes lives better for its customers rather than how much money it makes at the end of a quarter.

Takeaways from the article:
When you want to motivate, persuade, or be remembered, start with a story of human struggle (Cortisol), the triumph (Oxytocin) and a happy ending (Dopamine – neurochemical responsible for optimism) and there you go.

The only chemical cocktail your business will ever need to increase sales.


Here at 
Mystery Monks, this is exactly how we help you craft your cocktail – I mean Your Story:

  1. Introduce a Problem (Pour in some sour cortisol)
  2. Enumerate Features while explaining how those add real value to the end user  (Mix it with some sweet Oxytocin)
  3. Drop the Mic with a jaw-dropping CTA (Top it off with some bubbling Dopamine)
  4. Voila! You are ready to Stand-Out from the competition.