Here is What Makes Stories So Powerful

I’ve been studying stories now for more than ten years. I’ve read every book, attended every seminar and taken every course I’ve discovered on the subject.

Why? Because I love studying how people think.

And when you study stories, you’re really studying a hidden language every human being understands.

Stories come from age-old formulas.

What people don’t know about stories is that they’re told through rigid, pre-set formulas that have been developed over the centuries. By sharing best-practices for the last 2,000 years, storytellers have figured out how to compel a human brain.

It’s true. Neuroscientists have proven that when you and I hear a story, the rational part of our brain turns off and we, in part, begin to live vicariously through the experience of the characters.

That’s why, when we watch Jaws, our heart starts pounding. There’s a part of our subconscious that actually thinks we’re in the water with the shark!

In fact, I’ve been studying these formulas for so long that I can tell within fifteen minutes of a movie beginning what’s going to happen. My wife hates going to movies with me because inevitably, at some point, I’m going to elbow her, point at the screen and say something like, “That guy’s going to die in 31 minutes!”

Tommy Boy is the same movie as Star Wars.

Speaking of Jaws, did you know that movie is practically the same plot as “Beowulf?” And did you know there are only 7 basic stories that have ever been told? Story really is a hidden language that every human being is pre-programmed to understand.

Star Wars, for example, is the same movie as Tommy Boy.

Both Luke Skywalker and Tommy are given specific assignments to save the existing power structure from being taken over by evil. They both have guides who give them a plan and struggle against an enemy who epitomizes evil. And moreover, they both have to accomplish something very specific in the end or their entire worlds will implode.

Add to that they’re both struggling with an identity problem: Do I have what it takes? And I won’t even bring up the father issues they have in common.

Here’s the plot structure for Tommy Boy sketched on a piece of paper:

Story and Branding

I’ve been studying story for years because, like I said, it’s a hidden human language. And for the last few years, I’ve been helping both large and small brands clarify their story so they’re speaking the same human language their customers already speak. And the results have been incredible.

If you want to use the hidden, human language of story to communicate clearly and create incredible messaging, check out our process here.

Tomorrow, we start selling our Online Marketing Course. Hundreds have already learned the framework and the reviews are incredible. Again, if you want people to understand what you offer, you’ll want to learn this powerful framework.

Check out the StoryBrand Online Marketing Course and tomorrow morning, pick up your registration.