Storytelling can be a powerful way of selling. Neuroeconomist Paul Zak found out that the brain produces two hormones during storytelling: cortisol and oxytocin. Cortisol allows us to focus, and oxytocin promotes connection and empathy.

Zak conducted a study where participants watched an emotional story about a father and son, which was intended to induce cortisol and oxytocin. Afterward, the participants were asked to donate money to a complete stranger. Those with higher levels of oxytocin were much more likely to donate. In other words, when people hear stories, their oxytocin levels increase, making them much more likely to give money to strangers. Thus, when you use interesting stories that relate to the buyer and create personal connections, you are much more likely to spur the action you want.