Excerpt from How To Tell If Someone Is Lying: 5 Research-Backed Secrets by Eric Barker:
Your brain is wired to respond to stories. Neuroscience research shows nothing beats a story when it comes to convincing you of something.
Keith Quesenberry at Johns Hopkins reviewed over 100 Super Bowl ads to see what the most effective ones had in common. The answer? They told a story.
(1) Contrast this with the more functional approach to public speaking — focus on the change you want to catalyze, keep presentations tight, and avoid “and’s”.
(2) Story telling has greater emotional resonance; cf. By the end of your talk or presentation, you should be talking love.