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Stories have a unique ability to capture our attention, change our perspective, and inspire action. We intuitively know this, but there’s actually research that backs this up. The better the story, the more influence that story has on us.
This phenomenon, known as narrative transportation, is something that happens when we’re immersed in a good book or movie. It’s like when you watch The Notebook and cry at the end, or when you jump when you finally see the monster in a horror film. You have experienced narrative transportation.
Higher levels of narrative transportation don’t just entertain — they influence thoughts and actions. Harnessing this power can help marketers connect with customers on a deeper level and drive results. Here’s how.
What is Narrative Transportation, and Why Does It Matter in Marketing?
At its core, narrative transportation occurs when someone becomes so engrossed in a story that they are mentally transported into it. The research shows that the more the audience experiences narrative transportation, the more their thoughts, emotions, and even beliefs align with the narrative.
Let’s get a little nerdy for a moment. Researchers Green and Brock (2000) came up with a 15-point scale to measure how deeply someone gets transported into a story.
The scale looks at how we think, feel, and visualize while engaging with a narrative. When these factors align, the result is powerful: We get so into the story that it can actually change what we believe about the real world. This can result in higher levels of persuasion and action.
Here’s why it works: Stories create connections with characters, reduce arguments against the message, and make abstract ideas feel real.
Think about a story where the main character feels relatable, almost like a friend, or we even see ourselves in the hero. When we care about them, we’re more likely to root for them and even adopt their behaviors or beliefs.
On top of that, stories are sneaky in the best way. They don’t feel like someone is trying to persuade us, which means we’re less likely to argue against the message. Instead, we just take it in.
But here’s where it gets even cooler: stories make abstract ideas concrete. Instead of saying something vague like, “This product makes life easier,” a narrative shows us exactly how. We get vivid examples that stick in our minds.
All of this — the connection, the subtle persuasion, and the concrete imagery — leads to higher levels of narrative transportation. And when that happens, your audience doesn’t just hear your message: They feel it and believe it.
And it’s not just movies or books that do this. William J. Brown of Regent University points out that transportation can happen through any kind of media — even on social platforms.
While not everyone who scrolls through Instagram is going to get fully transported by a brand’s story, the ones who do are more likely to engage and take action. Whether it’s a company’s behind-the-scenes posts or an influencer’s heartfelt testimonial, these moments of transportation have real potential to shift behavior.
In other areas of marketing, this same principle applies. Whether it is your website, your emails, or your lead generators — when you craft a story that resonates with your audience, they’re not just passively consuming your message. They’re also experiencing it. This makes your brand more memorable, trustworthy, and persuasive.
With narrative transportation, a good marketing story will literally change people’s thoughts and actions. It is measurable, and it’s effective.
Four Ways to Harness Narrative Transportation in Your Marketing
So, how can you use narrative transportation to guide your customers toward success? Here are four practical strategies grounded in the StoryBrand Framework and narrative transportation theory.
1. Make your customer the hero of the story.
The best stories center around a hero who faces challenges and overcomes them. In marketing, that hero isn’t you. It’s your customer. Your role is to be the guide who helps them achieve their goals.
How to Do It
- Clearly define your customer’s problem and show empathy for their struggles.
- Position your product or service as the tool that will help them solve their problems.
- Use customer testimonials that highlight their journey, not just your features.
2. Use emotion to drive engagement.
Emotional stories are more likely to transport your audience because they tap into universal human experiences. Think about the moments in your customers’ lives that evoke joy, frustration, hope, or triumph, and build your story around those.
How to Do It
- Use real-life examples or scenarios your audience can relate to.
- Incorporate visuals and music in your videos to heighten the emotional impact.
- Write copy that speaks directly to your audience’s desires and fears.
3. Focus on fidelity and coherency.
For narrative transportation to work, your audience needs to believe in the story (fidelity) and follow its logical flow (coherency). These principles ensure that your message resonates deeply and feels authentic.
How to do it:
- Use real customer stories or testimonials that reflect genuine experiences.
- Create a clear and logical narrative structure: Customer Problem, Your Solution, Their Success.
- Avoid exaggerations or claims that might seem unbelievable, as they can break the illusion of fidelity.
4. Paint a vivid picture of success.
Help your audience visualize themselves in the story. A vivid, relatable picture of success makes your product or service feel like a natural part of their journey.
How to Do It
- Create before-and-after case studies that show a clear journey from problem to solution.
- Use language that engages the senses, like “imagine yourself…” or “picture this…”
- Include aspirational imagery in your marketing materials.
Stories That Move & Messages That Stick
Narrative transportation is more than just a buzzword. It’s a proven way to connect with your audience on a deeper level. When you use stories to guide your customers, you’re not just selling a product or service — you’re inviting them into a narrative where they can see themselves succeed.
As you craft your marketing, remember this: The best brands aren’t the heroes of the story. They’re the Guides. By creating narratives that transport your audience and make them the hero, you’ll build trust, loyalty, and a brand that truly makes an impact.