Connection is a physical thing and Oxytocin drives that connection.
That feeling of empathy, caring and interest, that connection that you feel for characters in a movie, or in any story, is the result of the brain secreting a hormone called oxytocin.
Which sounds similar to Oxycontin but the two are only related in name and the fact that they are powerful drugs.
Humans are inherently social and we depend on social bonds for survival and happiness.
To make this work we need to know whom to trust and work with to promote our own welfare. Oxytocin is produced when we feel trusted when we are the object of a kindness or we make a connection with someone.
When it is produced we feel empathy and connection. So, when two people start building trust their brains are swimming in this hormone that makes them feel warm, fuzzy and connected.
This oxy is key to bonding and trust.
So how do we give prospects an Oxy rush?
In the U.K. researchers conducted a test in which they injected people with synthetic oxytocin and subjected them to public service announcements.
Which implies that a great way to get people to really care about you and your brand, a great way to attract new clients, is to go around injecting them with Oxytocin before they interact with you.
Which is a bad idea. Just to avoid lawsuits: do not try to inject your prospects with oxytocin.
But there is a better way to get exactly the same result.
Use the power of story to build relevance, release oxytocin and attract clients.
Back to that movie, we started with: you had a reaction completely without needles.
You don’t need synthetic oxytocin at all.
You produce oxytocin in your brain.
Your goal as a marketer or a salesperson is to motivate your prospect’s brain to produce and release oxytocin.
We can do this through connecting with the reptilian brain, and story is a powerful tool for creating that connection.
When you watched that movie your brain produced oxytocin. The story made you feel that way without needles, without touch, without even being in the same room at the same time.
When you tell a good story, it is like your audience is having a surge of trust and empathy all directed towards you.
This is revolutionary for marketing. You can inspire your audience, your prospects, to feel the same emotional pull that you felt at the movies even if you are selling accounting services, just by telling a story.
The reason story matters is that it connects on a reptilian level. It connects your WHY to their WHY.
The great thing is: storytelling is well Defined
Not only are stories powerful but they are well understood, and story as a strategy can be taught and learned.
For at least 2500 years humans have been studying the power of story. From Aristotle to Joseph Campbell we have been telling, studying, and observing the impact of stories.
So stop bombarding your audience with facts and figures that bore them to death and tell a great story that engages instead. Give your audience a legal high that will make them like you… Ready to attract more clients? Try our workshop.