The Science of Story: How to Create Content That Connects, Converts & Gets Remembered - Susan Lovett

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00:05 Welcome. This is the science of story, how to create content that connects, converts, and gets remembered. I'm Susan Lovett, story coach, strategist, and founder of Figments and Fables. If your content feels like it should be working but isn't, you're not alone, and this session is going to show you why.  

00:35 You've posted, you've written, you've spent hours drafting, editing, rewriting, and still nothing. Or maybe a polite, like a kind comment, but no traction, no real shift. And deep down you're wondering, is it me? Is my writing just not good enough? Let me start by saying this clearly. No, It's not your voice. It's not your value. It's not you. It's that most content advice completely ignores how the brain actually works.  

01:21 Flat engagement, blank page panic, inconsistent results that leave you guessing what went wrong. It's not just frustrating, it's draining. Especially when you care about what you're saying. That's what we're here to fix. I've spent the last 30 years working with everyone from Disney to NASA, helping people craft stories that connect and what I've learned. The best story strategies don't start with formulas. They start with understanding how the brain works.  

01:55 The good news? You don't need to become a novelist or copywriter to fix this. You just need a brain aligned way to share what you already know.  

02:11 Here's what we'll cover in the next few minutes. Why story is more than nice to have. It's your brain's native language, the three story types that naturally create trust and traction, how to start your content in a way that pulls people in from the first line, and a free guide called Brain Behind the Bye that will help you apply what you learn. Sound good? Let's go.  

02:44 Let's start with something simple but powerful. Most content is forgettable, not because it's bad, but because it wasn't built for the brain. See, we don't process information in neat bullet points or data dumps. We process it in story. When you think back to something that's stuck with you, a moment, a post, a podcast, you probably don't remember the exact tips. You remember the feeling, the turning point, the person who delivered it. Because that's how we're wired. We think in story, we feel through story, and we remember story long after we've forgotten everything else.  

03:35 So what's happening in the brain when a story lands? Here's what we know. Mirror neurons. Your brain doesn't just hear a story, it simulates it. If I describe walking into a room and feeling every eye turn toward me, your brain lights up as if you're the one standing there. Emotional tagging. We remember what we feel. That's why the posts that stick with you aren't always the most polished. They're the ones that hit a nerve, a truth, a moment that mattered.  

04:13 Story logic. This one's key. Our brains crave logic, cause and effect, action followed by reaction. We're always looking for patterns and story delivers that in a satisfying loop. It's not just beginning, middle and end. It's something happened and here's why it matters and what was the result. That causality is what helps us stay oriented. It's how we understand and remember. So if your content is missing structure or emotional shape, your audience's brain might not know where to file it.  

04:59 So why do so many well meaning messages fall flat? Because most content is built on logic alone. Here are the tips here's the research. Here's what to do. Now don't get me wrong, logic has a role. It helps us feel smart, safe. It confirms what we already suspect. But story, story is what opens the door. Story is what makes us feel. In fact, neuroscience shows that emotion drives decision making, and logic comes in after to justify it. So yes, use both. But if you start with logic, you're skipping the part that moves people. It's like trying to persuade someone by speaking to their calendar instead of their gut. Let's fix that by choosing stories that do the heavy lifting first.  

06:00 If we know what the brain loves, why not give it that? The good news is, you don't need to reinvent how you write. You just need to know which stories to tell and how to tell them. That's what we're covering next, the three story types your audience is already wired to lean into.  

06:26 Now that we know what the brain responds to, let's talk about the kinds of stories that actually connect. Because not every story serves the same purpose. Some stories build trust, some build momentum, Some make people say, you get me. And the best part? You don't need 20 different formulas. You just need three story types used intentionally. Let's walk through them.  

06:59 The moment of true story is a turning point. It's that moment when something shifted, when you saw clearly, acted boldly or felt something that changed your direction. It could be about a decision you made, a risk you took. A moment when you realized I can't keep doing it this way. These stories pull people in because they carry emotion, tension, and curiosity. The brain loves a good dilemma. Use this story when you're introducing your why, sharing something vulnerable, or leading into a call to action. It builds trust fast because you're showing yourself, not just your highlight reel.  

07:50 The Mirror story is all about resonance. This is the story where your reader sees themselves in your words. It's not just about what happened to you, it's about what it evokes in them. And the key line here is something like you know the moment when when you write or speak that way, mirror neurons fire and your reader starts mentally nodding before they've even finished the sentence. These stories are powerful in emails, captions and intros. Anywhere you want to signal. I see you, I've been there. You are not alone. It's not about being polished, it's about being real and being a mirror.  

08:42 The shift story is your before and after moment. This is where you show a change. It could be your transformation or someone else's It doesn't have to be huge. In fact small specific shifts often work best. Something like I used to second guess every line I wrote. Now I draft faster and trust my voice. Why does it work? Because it triggers dopamine that oh, this is possible feeling. And that's incredibly motivating. Use shift stories in testimonials, case studies, launch content, and even to frame a tip.  

09:23 Here's what used to happen, and here's what's better now.   09:32 Let's take a quick moment to pause and reflect. What's a story you've already lived but haven't shared? Doesn't have to be dramatic. Maybe it's a quiet realization a, breakthrough in your business, a client conversation that's stuck with you. Whatever it is, there's likely someone out there who needs to hear it. So jot it down. That's a story worth telling.  

10:06 Let's shift focus, because even the best story doesn't work if no one reads it. And that's what makes the hook so important. Our brains are constantly scanning, deciding what to pay attention to and what to skip. In fact, most people decide whether to keep reading or listening in under 8 seconds. So your opening line, that's not just your intro, that's your shot at earning attention. And if it doesn't connect, the rest doesn't even get seen.  

10:44 Now let's be clear. This doesn't mean you need to be shocking or clever. You don't need to trick people. You just need to give their brains something it naturally wants. Let me walk you through four story smart ways to do just that. Start where it hurts. Begin in the emotional low point, not the polished takeaway that grabs attention because it feels real. Used vivid detail. Specific sensory rich lines activate the brain's sensory cortex. Instead of I felt overwhelmed Try my calendar was so full I forgot to eat lunch again. Create tension. Hint at a question, a conflict, or an open loop. Unresolved stakes. Make the brain lean in.  

11:40 Add a mirror moment. Include a universal truth or shared feeling. Something like you know that moment when you want to disappear instead of hit publish. Those are the kinds of lines that create what I call neural resonance. They make your audience feel like you're already inside their head.  

12:05 Here's a quick before and after example weaker in today's post, I'll share my tips for better content. It's fine, but forgettable stronger. I stared at the blinking cursor for three hours and deleted everything twice. Feel the difference? The second one drops you into the moment. It's not about being dramatic. It's about being specific and honest. That's what pulls people in.  

12:43 If this part lit something up for you, I have good news. I put together a free guide to help you go even deeper. It's called Brain Behind the Bye, 5 science backed story shifts that make contents stick Inside you'll learn how dopamine, mirror neurons, and tension affect your messaging. 5 easy shifts to align your writing with how the brain actually works and specific. Apply this tips you can use in your next post or email. You can grab it now down below. If you've ever second guessed your content or wondered why some messages land and others don't, this guide will make things a lot clearer.  

13:34 Let's quickly recap what we've covered today. Story is your brain's natural language. You now know three types of stories that spark trust and traction. You've learned how to start strong by triggering emotion and curiosity. And you've got a free resource waiting for you to help apply all of it with more ease and confidence. This isn't about writing like a marketer. It's about writing like a human and letting the science do some of the heavy lifting.  

14:11 I want to leave you with this. You're not just creating content, You're telling stories your audience is wired to remember. And those stories, the ones that are honest, a little messy, sometimes quiet, but always true. There would help people feel seen, There would help you feel clear, and there what helps your message actually move someone. So keep writing, keep sharing, and trust that your words matter even before the metrics show it.   14:52 Thanks so much for spending this time with me. If you haven't yet, grab your free guide Brain Behind the bye. It's short, simple, and surprisingly powerful, and it'll help you write with more clarity, confidence, and connection.  

15:11 If you'd like to stay connected or share what landed for you today, I'd love to hear it. My contact information is down below. Until next time, keep telling stories that feel like you. They're the ones your audience is waiting for.