Why Stories Matter
If you’re told a list of statistics or a compelling story, which will you remember tomorrow? Chances are, it’s the story. That’s not just a quirk of memory—it’s how we’re wired. Stories engage multiple parts of our brain, evoke emotion, and provide a memorable structure. When we hear a story, our brains light up with sensory and emotional processing, making the experience stick. Add a photo, and the memory cements even further, thanks to the picture superiority effect.
For thousands of years, humans have gathered around campfires, sharing stories. Oral storytelling predates the written word and remains a powerful tool for connection and recall.
The Science Behind Storytelling
Our brains are built for stories. When we listen to a narrative, we don’t just process language—we experience the story. Chemicals like oxytocin and dopamine are released, making us feel good and helping us remember. The classic beginning-middle-end structure of stories is easier for our minds to process than isolated facts.
Decision-Making and the Reptilian Brain
When it comes to making decisions, the oldest part of our brain—the “reptilian brain”—takes the lead. This part is self-centered, focused on survival, and craves clarity. It responds to contrast, tangible input, strong beginnings and endings, visuals, and emotion. That’s why the start and finish of your story matter most, and why visuals and emotional resonance are so powerful.
From Facts to Stories: A Practical Example
Consider this: If you’re told a list of facts about Marjorie—a 73-year-old with three children, six grandchildren, a home valued at $450,000, and an annual income of $85,000—how much will you remember? Now, imagine hearing about Marjorie and Tom’s 50th anniversary cruise, their three grandkids under the age of three, their careers as teachers, and their family celebrations. Suddenly, Marjorie and Tom become unforgettable. That’s the power of story.
Building a Storytelling Culture: The Garden Spot Communities Journey
1. Embrace Storytelling as a Core Communication Style
Garden Spot Communities shifted its communication paradigm to storytelling over a decade ago. This wasn’t just a marketing tactic—it became a way to honor residents and build community identity. Every story needed to demonstrate opportunity, purpose, or community—sometimes all three.
2. Train and Empower Storytellers
Workshops and training sessions in visual and narrative storytelling helped the team refine their approach. Learning through trial and error, they invested in the StoryBrand Framework, ensuring the organization acted as the guide while residents became the heroes of their own stories.
3. Make the Resident the Hero
Stories now center around residents—their lives, experiences, and contributions. This shift humanizes the brand and builds emotional connection. Garden Spot Communities is simply the setting for these amazing stories.
4. Use Multi-Platform Storytelling
From website copy and Facebook posts to videos and podcasts, storytelling is woven into every communication channel. Original photography is critical, and photographers are partners in capturing stories with respect and dignity.
5. Create a Framework
A storytelling framework guides content creation and ensures consistency. Team members are encouraged to refer stories, and a dedicated email address invites story leads from the community. The framework highlights themes like opportunity, purpose, community, family, adventure, legacy, and more.
6. Incorporate Storytelling into the Sales Process
Storytelling continues through the sales journey, helping prospects connect emotionally and see themselves in the community. Authentic resident experiences are shared to address barriers and inspire action.
7. Celebrate Storytelling Successes
Impactful stories and contributors are recognized, fostering pride and ownership. Today, more stories are referred than can be shared—a testament to the culture’s success.
The Takeaway
Building a storytelling culture isn’t a one-time initiative—it’s a continuous journey. It requires commitment, training, and a willingness to put people at the center of every narrative. As Janet Litherland said, “Stories have power. They delight, enchant, touch, teach, recall, inspire, motivate, challenge. They help us understand. They imprint a picture on our minds. Want to make a point or raise an issue? Tell a story.”
No matter your role, storytelling can help you communicate better, build culture, and share values. In sales and marketing, stories motivate people to move forward in their journey. And when you add pictures, the impact is even more powerful and memorable.