Why We Remember Stories
By Lily GolightlyYou are a storyteller by nature. From the time humans learn to communicate we are painting narrative arcs. Whether they are conveyed to an audience in some way or simply held within us, stories are in our bones and they inform the way we construct our reality.
While the creation of a narrative about ourselves, or our brand, may come about naturally, how can we assume that others will want to listen? In her book Storytelling for User Experience, Whitney Quesenbery describes our culture as one in which people are “chronically un-listened to.” Flooded with a ceaseless influx of information, the internet-generation is overwhelmed with the task of listening. Amidst the noise, we crave a narrative that will speak to us - something seemingly intimate, yet new to our ears. Despite the burnout that accompanies a culture of consumption, the contemporary reader can be engaged with an approach that is genuine and tactful.
A person is drawn to a business, brand, or service by the narrative that surrounds it. This may be the explicit tale of a brand’s origin and mission, or someone’s interpretation of their position as a consumer. Whatever the context, we are compelled by stories that are meaningful to us, and will return fondly to those that make an impression in our memory for any reason. Does it trigger a sense of nostalgia within us? Are we learning something about ourselves as we read, or do we see ourselves reflected in the content? The strongest writing often taps into the ‘ego’ that is present in everyone - highlighting what is relatable to the reader, and also inherently meaningful.
Stories That Resonate
Because of this, the stories that resonate most with us are often those told by the people who are closest to us. As an author you can cultivate that emotional intimacy by approaching storytelling with a sense of familiarity. Perhaps this means writing in the tone you would use in a letter to a loved one, or allowing the reader to see deeply into your thought process or experience.
To mold a story that is both charismatic and authentic it is important to ask yourself two questions as an author. First, why is it important that this story be told at all? While any reason will suffice as long as it can be justified, some examples include - to impart wisdom or information, to create conversation and awareness, to reflect on or share an experience, or to make a contribution to literary art. Secondly, you should ask yourself why you should be this story’s rightful shepherd. As a storyteller you have a powerful opportunity to shape the public’s view of an experience or concept. The way a narrative is represented, and by whom, has powerful implications outside of the story itself. If you know that the story you aim to tell has a purpose and you are intimately familiar with the content, your interest will ignite the same in others.
How do I make sure the audience can relate?
The key value of this question lies in its flexibility. It is not necessary for an audience to relate directly to the content of your story if the passion and detail with which you explain yourself can speak to a broader commonality in the human experience. An article published by UC Berkeley's Greater Good Science Center finds that stories that appeal to emotions like empathy are literally rousing to more physical space in the brain - and thus will leave a lasting impression. Stories that allude to common experiences (like love, pain, heartache, or anxiety) will resonate with a diverse and expansive audience.
If the relatability of their story is a bit more elusive, some authors may find it useful to guide the reader to an understanding about the intention of their work in order to ensure their writing has its desired effect. This approach to creating a relatable reading experience brings about our next question...
Can I explain to the audience why this story is meaningful?
While the beauty of many stories is their subjectivity and the breadth of interpretations they can offer, it is still important for an author to have a sense of importance in mind for their work. News editor for student paper the Ubyssey at the University of British Columbia, Charlotte Alden emphasizes an author’s duty to not only understand it themselves but to convey the value of a specific story as it is told. While Alden gives this advice in the context of news writing, the strategy of explaining the importance of your story can be employed in all circumstances of narration. Whether this purpose is detailed explicitly or fed to the reader as the story approaches its destination, if a lesson is made clear in a narrative its audience is more likely to come away understanding what they should glean from it. With an undeniable purpose and value, a story will undoubtedly establish a place in our memory.
