3 Ways to Create Powerful Storytelling

A neuroscientist at Princeton University found that stories activate the motor cortex, the part of the brain responsible for planning, controlling, and executing voluntary movements. This means that when people engage with a compelling story, they aren’t just listening or watching—they are experiencing and feeling it on a deeper level.

How can financial brands tap into this science?

It starts by understanding that effective storytelling isn’t about selling a product; it’s about selling your brand’s mission, values, and what you stand for. It’s about crafting a narrative that resonates with your audience, making them feel seen, heard, and inspired to take action. By weaving together relatable characters, emotions, and experiences, you create a story that is not only memorable but also impactful.

Here are three ways to increase the power of your storytelling:

Make it relatable

People connect with stories that reflect their own experiences, struggles, and aspirations. Ensure your storytelling incorporates elements that your audience can identify with—whether it’s through a shared challenge, a common dream, or a moment of triumph.

Inspire emotion

The most powerful stories evoke emotions, whether it’s joy, empathy, hope, or even urgency. Use strong visuals, compelling dialogue, and authentic narratives to tap into these emotions, making your audience feel personally invested in the story you’re telling.

Show, don’t just tell

Visual storytelling enhances engagement by showing rather than simply stating facts. Use striking imagery, dynamic video content, and engaging design elements to bring your narrative to life. This not only captures attention but also reinforces your message in a way that words alone cannot.

Y-12 Credit Union connects with their members and community on a personal level. By sharing relatable experiences that reflect everyday financial journeys, Y-12 creates content that resonates with a wide range of audiences. Their use of visuals and compelling narratives helps evoke emotion, making the message more memorable and impactful.

For them, video plays a central role in their storytelling strategy, enabling the credit union to bring its brand values to life in a dynamic and engaging format. With video, you can showcase real experiences, emotions, and outcomes, making the message stick. This approach strengthens trust, builds loyalty, and reinforces Y-12’s commitment to helping members achieve financial success. And the research backs it up: viewers retain 95% of a message when they watch it in a video compared to just 10% when reading text. Even more telling, 86% of consumers say they want to see more video from brands. Your members and prospects are asking for it. Read more about why video storytelling works and how to use it to create stronger brand connections.

When done right, storytelling can move people, inspire change, and build deep connections. In a world filled with noise, great storytelling ensures your brand stands out, resonates, and leaves a lasting impact.

Lastly, after all the hard work that goes into building a meaningful story, it’s essential to share it widely and strategically. That means integrating it into a comprehensive campaign like Apple Federal Credit Union, distributing it across various media channels. You can also utilize tools like Strum Platform to deliver it through email and other personalized touchpoints. When shared with intention, your story becomes more than content—it becomes a catalyst for connection, growth, and long-term engagement.

This article was first published by CUInsight.