The characters are Apple and the FBI; the setting, the lone government phone desk. The tension begins to build as the FBI requests more and more information from Apple. And this is only the beginning of the interview. As a result, readers are likely more inclined to view Cook and his company favorably, and to recall the salient points from the interview.
Noah Zandan. Like what you read? Stay up-to-date on QC's communication analytics, research, and thought leadership. Research shows that messages delivered as stories can be up to 22 times more memorable than just facts. What is it about stories that gives content such a boost? Stories Act as Mnemonic Devices for Facts Mnemonics work by organizing abstract material into a meaningful structure, using such techniques as imagery, rhyme, or story to make the material easier to learn.
Stories Engage Our Emotions Research has shown that audiences are more likely to engage with and adopt messages that make them feel personally involved by triggering an emotional response. Stories Make Us Use Our Brains Differently Researchers at Ohio State conducted several experiments on cognitive processes that occur when we become immersed in a story. How do you tell a story?
Hallberry Bridge across to Tin Gate Mire above the fire. The gap yet to be filled by the bookcase. Only the rough outline of a river and a fording place and a ring of standing stones awaiting a name and a history. Its first mention is half-way, and it appears only a handful of times—in a full-length novel. Plus it has a deeper meaning. The gleaming detail is the one thing that captures both the emotion and idea of the story at once, in one fell swoop.
A singular, elegant moment of clarity. It is a literal representation of the truth that is inherent within every story. So as you develop your story, ask yourself: what is the truth within the story that I want to tell? Buster tells the story of DJ Forza who travels to Japan as a volunteer after the tsunami and nuclear disaster in Forza works side by side with an elderly Japanese couple and their daughter to clean up a town after the disasters.
After several long days, Forza gets invited to their home for tea. When Forza notices the photographs of the second World War, the daughter explains:. This is why my mother wanted to make tea for you. She could not believe that an American would come all this way to help us. The cup of tea is the powerful symbol of human connections between former enemies. A symbol of peace. As Chip and Dan Heath explain in their book The Power of Moments, great customer service experience—an experience worth raving about—is not defined by the average of the whole experience but by the remarkable moments in that experience.
You can pick up the phone, order a Popsicle, and it gets delivered to you at poolside, free of charge. I read The Power of Moments a year ago. But I still remember that red phone and the Popsicles, and how they symbolize remarkable customer service. About how some people can plot their business path years in advance.
They know exactly who they want to target and what they want to offer. Most of my map is still blank. And she feels like a symbol of discovering my voice—in writing, in drawing, and in business. A symbol of doing things my way, and sticking to my personal values. Now check your email to confirm your subscription.
Hi Henneke, Again, a wonderful article. I can use this technique in my articles and blog posts. Although, your brand voice is unique, it is the charming presence of Henrietta, which keeps me engaged. Can you write a post highlighting the use of such techniques in copywriting? Hello loved the way you combine the fiction writing with the business writing.
Looking for more blogs. I loved this post so much I copied and pasted into a Word document to ponder on later. This made me think about movies and books I found memorable. The kimonos were strikingly beautiful and symbolized power and prestige, but worn in extreme discomfort. Thanks for another gleaming post. Thank you for sharing! Thought-provoking as always, Henneke. And which gleaming detail could symbolize your story? I know exactly what my business stands for. But what detail?
What is my Henrietta? Do Story is in my Kindle, thanks to you. Off to read it. In my experience, such things can need a little time to develop and at once, an idea may pop into your mind of what detail represents your business.
I came across to your website a few months ago when I was looking for landing page examples for my copywriter course. The first gleaming detail that caught my attention was the brief audio in which you present yourself. Afterward, I fell in love with Henrietta; Although she is a drawing, she is more real than the photos on many websites.
And the gleaming details that keeps me hooked to your emails and articles are the tips and book recommendations.
I never forget the person who put me on track of a good book. Thank you so much for sharing this, Silvia. I think she has her own fan club! How do I let people get this into their heads, you know? How do you make that transfer? It's a massive mindset, and you almost have to forget what you know about memory when it comes to learning. But then, at the same time, people won't make that leap unless you can go, "Here's a technique, here's a model, here's a framework you can use to practice.
One of my basic frameworks — I call it creative memorization — is really born out of the art of memory, which has been around thousands of years. It's the idea that we have fantastic imaginations and if we bring things to life and we connect them — because that's what happens in our brain — we can remember something. And ultimately you have to have things mean something, not just logically but also emotionally. It's what really makes things stick.
GN: Yeah, because you have to care, don't you? When you understand the meaning, you can care about the meaning, and when you care about something, that makes it stickier. In fact, that's the first place I start with anyone. It's all about, how do you prime yourself to be interested? We all know that when you're interested it's easier to learn. However, I think the real trick is, how do you get yourself interested in stuff that you don't want to learn but you have to learn?
I use metaphor a lot. It's just a great learning technique, and I'm fascinated by the metaphors people use for their life. I was working with someone the other day and they were like, "I feel like I'm trapped. What does it look like? I think when people start to raise their awareness of the metaphors they use for themselves, that's where real change can happen. Sometimes I'll do the metaphor thing and they're not even aware that I'm playing with metaphor.
And then I'll say, "Do you realize what has happened there? Mark's thoughts on the use of metaphor got me thinking about a question we frequently ask our clients here at Go Narrative. We'll ask them about a time they had to explain something complicated that had nothing to do with their work. Maybe it was a hobby, somewhere they went, or maybe they're describing something to a child. They inevitably say something to the effect of, "What I said was, 'It was kind of like fill in the blank — it was kind of like snow melting on a mountain, that freshwater before it trickles down into the streams and the rivers and eventually the ocean.
Whether they realize it or not, they're using metaphor, because it works. It makes that connection. Somewhere in that "Story Council" of your listener's brain, you're finding a point of reference with some story that they get. There was a time they went to a mountain, and that means they can start to understand and decode it within their own brain. This isn't just storytelling; it's story making. You're making a reaction in somebody's brain where they create their own story. You're saying something that will trigger a real story in people's brains that will force them into a position of having to remember it — and that's where some real magic comes in.
It goes back to the very beginning of my conversation with Mark — our memories are who we are. Recently I read a book that started off really well and was almost as good in the last quarter. In between was a muddle of distracting background information in one jaw-dropping instance, the same description appeared word for word on two separate pages. I know that already! Maybe that middle third was edited on a Friday or Monday?
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