The anatomy of a compelling story

A man was beating a mule over the head with a plank. “What are you trying to get him to do?’ someone asked. “Nothing,” replied the man. “I am just trying to get his attention.” 

A good story can do more than draw attention. It can turn even the blandest product into a hit. 

Geico knows it.

Airbnb knows it.

Nike knows it. 

Why do stories work so well? It turns out storytelling is a natural human language. From the time we learn to communicate, we are listening to stories from adults. As adults, stories continue to make powerful impressions on our minds. 

As human beings, we share a collective understanding of patterns in experience. Storytelling taps into this primal form of communication. 

A compelling story engages the mind. When we hear a story, our brain releases dopamine in response to emotionally-charged events. When conflicts arise, the brain emits cortisol, which helps increase attention and memory. When we encounter characters of empathy and compassion, our brain releases oxytocin. 

A good story...

• evokes emotion

• promotes connection

• clarifies message

• activates imagination

• amplifies memory and recall

The good news is you don’t have to hit anyone over the head with a stick. You simply have to know the structure of a good story.

There are many ways to tell a story. One of the most effective techniques is the 3-act structure. This style of storytelling follows an arc that includes: setup, conflict or confrontation and resolution.

1. Setup. Establish context. This is usually something your reader can relate to. For example, here's a story I told in an article titled "Legal Bribery"

"Four years ago, I was looking for a job and needed a way to stand out.

2. Conflict. Build to the action. Add detail to your story, telling your audience exactly what happened. My story continued:

"I was vying for a competitive role with a major brand, so I needed to rise above the mountain pile of resumes. First, I printed my resume on premium cardboard. Next, I bought a dozen cupcakes. I taped my resume to the cupcake box and hand-delivered the treats to my prospective employer."

3. Resolution. Wrap up with the resolution. The peak of your story is known as the resolution. This should provide your audience with the conclusion. Your story could conclude as a cautionary tale or a desirable outcome. In this example, here's how mine ended: 

"The stunt made an impression. I received a call the next day and landed an interview with the hiring manager."

A good story can leapfrog other rhetorical flourishes and bring us directly into the core of the experience.