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We continue our conversation with Jonathan Creek on the science of storytelling and how agents can use emotion to drive engagement and action.
• use story to take audiences on a journey that leads to trust and action
• capture attention in the first 8 seconds and open a curiosity loop
• build emotional investment before delivering the solution or call to action
• understand that emotion—not logic—drives likes, shares, and enquiries
• design content to block distractions and hold attention longer
• focus on how your content makes people feel, not how good it makes you look
• use story frameworks (like the three-act structure) to structure videos simply
• recognise that viral content spreads through emotional connection within filter bubbles
• keep social data “clean” by staying consistent and purposeful with posts
• tailor content to platform behaviour while staying human and authentic
A practical guide to using storytelling science to create emotional connection, increase engagement, and turn attention into real business results.
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