How Stories Forge Deep Connections With Clients

 

BALTIMORE -- The corporate marketing world has lost the ability to tell consumers a good story, Michel Neray told attendees at the LIMRA Marketing Conference.

Neray is an author and master practitioner of neuro-linguistic prog

ramming.

Storytelling is a crucial part of connecting with others, Neray said. The brain's response to hearing a story helps humans form deep connections with each other.

Stories prompt the release of oxytocin, known as the "love hormone," he said.

In addition, stories activate the portion of the brain associated with pleasure. In every story, two stories actually take place, Neray said. The outside story is what makes it unique. The inside story follows the emotional journey of the main character and is what makes the overall story compelling.

Neray's presentation came right after a breakout session on the topic of using storytelling as a way to drive sales in financial services.

Dave Sheridan, a vice president with Protective Life, told the story of how his childhood friend's life changed forever when his father died without life insurance.

Sheridan said the industry needs to focus less on communicating product details to consumers and tell a story about how the product could help their families instead.

"Don't try to sell a product; tell a story instead," he said. "You need to tell what are the things about your company that make you special. You need to tell the world why you do what you do."

Susan Rupe is managing editor for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at Susan.Rupe@innfeedback.com. Follow her on Twitter @INNsusan.

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