Why do stories move us so deeply? Why do we remember them long after facts and figures fade away? The answer lies deep within our brains—we are wired for stories.

When we hear a story, our brains don’t just process words—they light up. We visualize the scenes, feel the emotions, and connect with the characters. Neuroscientists have found that listening to a story activates multiple parts of the brain, not just the language centers but also those tied to emotion, senses, and even movement.

It’s as if our brains can’t help but treat stories like real-life experiences.

When we experience a story, our brain releases a cocktail of chemicals that make the narrative stick with us long after it’s told.

Cortisol

Start with cortisol—the stress hormone. It activates when a story introduces conflict or tension. This is the chemical that keeps us riveted when stakes are high or things go wrong. Every great story has a moment of adversity, and it’s cortisol that compels us to keep watching, listening, or reading to find out what happens next. In messaging, tension doesn’t have to mean drama—it can be as simple as presenting a problem your product or service solves, pulling your audience into the resolution.

Dopamine

Next comes dopamine, the “feel-good” chemical. This is the reward your brain serves up when suspense resolves or a mystery is solved. It’s why we feel a rush of satisfaction when a story delivers a surprising twist or a fulfilling conclusion. In messaging, this means keeping your audience intrigued and rewarding them with something unexpected or delightful. It’s your brain’s way of saying, “I want more of that.”

Oxytocin

Finally, oxytocin—the “love hormone.” This one fosters empathy, trust, and bonding, and it’s released when a story tugs at our heartstrings. It’s why we connect with characters, root for them, and feel their emotions as if they were our own. In messaging, oxytocin is what helps audiences form an emotional connection to your brand. It’s the secret ingredient that makes them trust, support, and engage with you.

All these chemicals—oxytocin, dopamine, cortisol—work together to make storytelling a full-brain experience. Unlike plain facts, stories engage multiple areas of the brain, including the ones responsible for emotions, sensory experiences, and memories. This is why stories stick with us long after we’ve forgotten a list of features or benefits. It’s why we remember the hero’s journey from a movie long after the product ad fades from memory.

If you want your message to resonate, to be memorable, and to inspire action, you need a story.

Sure, facts and figures appeal to logic, but stories move the heart—and in the end, it’s the heart that drives decisions. People don’t just buy products—they buy the stories behind those products. They buy the emotions, the journey, and the vision that a brand offers.

Take LUSH Cosmetics, for example. Their storytelling isn’t about the ingredients in their products. It’s bigger. It’s about ethical sourcing, environmental sustainability, and handmade quality. LUSH doesn’t just sell bath bombs and soap—they sell a lifestyle of conscious consumption. Their customers are drawn to the story of making the world a little greener, and they buy that narrative with every product.

Or consider LEGO. More than just a toy company, LEGO has built a legacy on creativity, imagination, and innovation. Their messaging focuses on inspiring kids (and adults) to create, build, and dream. LEGO’s stories are about unlocking the builder in everyone, turning something simple into something extraordinary. I’ve experienced this firsthand. My mother kept the LEGO sets I built as a kid, and now I’m building those same sets with my son. These bricks aren’t just toys. They’re a way to pass down creativity and share moments that matter. That emotional connection to creativity is what makes LEGO’s storytelling so powerful.

Good messaging is more than just conveying information. It’s about tapping into what makes us human—the emotions, connections, and experiences that shape us. Stories engage the brain’s natural chemistry, making us feel, care, and act.

Because when you understand how the brain responds to a story, you hold the key to creating messages that truly move people. Storytelling isn’t just an art or a science—it’s a base element of humanity, the chemistry in our minds, like the enduring imprint of a great alchemist.

👉 Read Post #3: Connection