#hearing a personal anecdote can help so much with allowing you to just build empathy for these situations

[finelinens1994]

i'm really grateful that catlyn and brookeab streamed and gave their perspectives as people who are in that sphere and, in catlyn's case, are friends with the dteam. watching their vods was so good even if it was really hard emotionally, like it's just nice to see women bringing these difficult conversations to their audiences and trying to have a positive impact

[sunkensubtext]

Present Mic headcanon for u!! He’s a licensed quirk counselor (yes on top of his forty other jobs) because when he was a Tiny Child he had quirk troubles and thought it would be nice to help kids like people helped him! He talks about it on his radio show and it’s very sweet and nice and good

OH MY GODDDD I can absolutely see this, okay, whether it be specifically for the students or as a part of something government funded for kids in the system because of “unruly” quirks.

Personally, I feel like it’s really likely that Mic either only grew up with one parent/family member, or that he was in foster care himself at some point. Not necessarily because of fanon, but because I feel like it would explain a lot of his personality. Like, imagine that you had a kid and they blew your eardrums out the second they were born. Okay, so now both parents are deaf, whether it be completely or just mostly. If his parents had bounced back from that and been like, “Oh well, he’s our kid and he’s innocent and we’ll move on from this,” then I feel that the dynamic still would have been stressful and tense growing up, which could have caused him to be a lot more withdrawn. Any person with any kind of disability knows that sometimes, the days creep up on you when you’re just so fed up with things being difficult and other people not understanding, and all it would take is for them to take it out on him for ONE of those days to make him feel guilty for the rest of his life. Or maybe another incident happened where his quirk slipped and caused some kind of mass destruction.

So, like, I’m thinking, either being raised by a single parent or a foster family would make a lot of sense. As we know, Hizashi DIDN’T withdraw, he has that bright, sunny, goofy personality and loves to help others even at his own expense. That would make sense if one or both parents left him and he grew up constantly trying to be good and helpful and kind so that he could undo some of the hurt he’d caused, despite the fact that it wasn’t his fault. Or, even worse, just to make sure people wouldn’t leave him again. I feel like most people can agree that there are definitely times where his personality becomes a mask for whatever he’s really feeling underneath, and I feel like crafting that defense mechanism was a huge crutch for him growing up and he’s learned to lean on it almost entirely. I can’t see that happening without some family issues going on. At some point, he had to have been blamed.

Anyway, as far as the quirk counselor thing, I can see it super clearly BECAUSE of everything that happened to him as a child—he knows well that children with hard to control or destructive quirks aren’t often open about it, and he knows how to spot the signs of distress surrounding that kind of internal struggle.

At UA, it would be adorable to have the students come to him. But it wouldn’t necessarily be as anonymous, and I know kids tend to hold back when they talk to school counselors or mentors because they can worry about their thoughts and fears getting out into the school (despite the fact that the fear is irrational because Hizashi is so trustworthy and kind).

HOWEVER, if he used his certification to volunteer for kids that were dumped into the system because of their quirks? I think THAT would be a lot more wholesome. Whether he’d experienced it for himself or not, he has so much empathy, and I feel like he’d really be able to make a difference. He’s probably more equipped for the job than he thinks he is, too, whether he just doesn’t realize it or whether it’s due to self deprication. He’s a teacher, so he knows how to deal with kids. He’s a hero, which gives him the training that will allow him to calm a quirk outburst, as well as most other kinds of problems that might crop up during an emotional moment with a kid who already can’t control their quirk well. On top of that, he’s really approachable, and I’m sure he’d be able to get them to open up easily—especially once he shares his own stories and explains how destructive his quirk actually is.

Like, Hizashi’s capable of rupturing organs and collapsing buildings. If he loses control for even a moment, there could be catastrophic consequences. He’s got extremely impressive self control, and he’s brilliant on top of it. But still, he portrays himself as aloof and goofy, personable and ditsy—I feel like if he didn’t, then his hero career would suffer because people would be afraid of him.

Anyway, I can see the whole thing just warming his heart. He probably has notes and cards from all the kids taped all over his studio, or their drawings all over his fridge. Maybe even both. Bonus points if he shares an apartment with Shouta, who just silently watches them multiply over time, because Hizashi doesn’t have the heart to put a few away and make room for new ones.

On his show, I can absolutely see him doing a segment now and then to boost awareness for that particular issue, and sharing some of his own stories. It’s probably the most serious his listeners ever hear him—not because he’s upset, but because he’s so passionate about the subject and the children that he ends up rambling his way into an emotionally charged speech every time. He doesn’t use any identifiable information for the kids on air, obviously, but the children themselves can tell when an anecdote is about them, and they’re always thrilled. Not because they feel famous or anything, or because they’re super fans (though, after knowing Hizashi, some of them are)—but more so because when the positive comments and calls pour in to the radio station, it makes them feel less alone than they’ve ever felt in their lives.

Uh. Sorry to ramble like that. But I love this, and how in character it is for him. It’s another hc to add to the pile of the ones I’ve decided are canon whether anyone likes it or not.

[apriorisea]

Ok I’m seriously convinced you’re secretly one of the members...(Joonie is that u???) loool but for real, you write their personalities so well. So not a request, but a question?? Their “concepts” aside (like, “golden maknae etc”)... key personality traits & flaws for each of the boys? Like “passionate, sensitive, a perfectionist, or overly self-critical, etc” Which member(s) is hardest to write?Hope this made sense, I’m just super interested in your take on this :)

--First off, you’re so nice!!! Thank you so much:) And also, thank you for this question! I love things like this---even though it’s obviously all just my personal speculation 😅I listed my thoughts down below, but I would love to hear any thoughts (whether in agreement or disagreement!) anyone else might have!  As for which member is hardest to write, for me I typically struggle a little more with Taehyung and Hoseok. For Taehyung, I think it’s probably because our personalities are pretty opposite (again, HUGE grain of salt, since I don’t *actually* know any of them in real life, so I’m just going off the little info we have), so it takes me a little longer to write his stuff. For Hoseok, I think it’s because there is so much more to him than meets the eye and his personality is difficult for me to pin down sometimes. 

Again, thanks so much for your sweet words and thought-provoking requestion (it’s a word now)! I hope you find my take interesting! 💕💜

Seokjin: 

Conscientious - I think Kim Seokjin is very, VERY aware of his role in any given setting. He knows what’s expected of him and how to do it without bending any of his personal boundaries/rules.

Private - I firmly believe that we will never know the true personality of our Mr. Worldwide Handsome. I think he decided early on that to survive in this life, he was going to have to separate his stage persona from his personal life---and he guards this separation fiercely. This is also one of the qualities I admire the most about him: his unwavering commitment to keeping pieces of himself just for him. My personal opinion is that he is the member that gave up the most of a “normal” life and, while he did so knowing the consequences of this choice, he’s found ways to “rebel” and keep his own autonomy (think: responding to fans in a very “blunt” manner [Marry me? No.], cutting/coloring his hair against company wishes, refusing to give-in to fan-service he is uncomfortable with  [thinking specifically of that one time the host tried to get him to kiss Taehyung and he just started yelling over them when they tried to insist], his penchant for avoiding overly ~revealing~ outfits, etc etc).

Professional - I mean, just a continuation of both of the points above. He always knows when the cameras are watching and how he should act accordingly. But---and this is important---I am in NO WAY saying he’s being fake or disingenuous. The Jin we see on stage, in MVs, RunBTS, and even Bon Voyage/In The Soop is the real Jin---it’s just not all of him. He chose the Idol Life as his career, as a profession, so he would never be caught violating the terms that he himself has set to fulfill his responsibilities. What little we know of his family leads me to believe that he was groomed from a young age how to navigate high society and the professional world; now it’s just a slightly different world and society he floats through. 

Responsible - He takes the job of eldest brother very seriously. Though the baby in much of his younger life, as soon as he got 6 little brothers he stepped effortlessly into his new role. Making them food, driving them to school, helping them feel at home in a new place, providing silent but tangible support... My personal favorite is the way he willingly makes a fool of himself to relax the others, to help them calm down during stressful situations and break the ice. 

Good memory - I want to be careful how I explain this, because I don’t want it to come out wrong. I think Kim Seokjin has a very good memory. If you were decent to him and his brothers during the hard times, he’ll remember that going forward. If you were cruel to or dismissive of him as a young exchange student abroad, he’ll never forget. However, I also think he’s cunning enough that you would never be able to tell which category you fall under unless he wants you to know. 

Hard-worker - I mean, just the endless amounts of anecdotes we have about him practicing his vocals and choreography all night long should be enough evidence for this point, but I still sometimes feel like he doesn’t get enough credit. We all know the story of how he got placed in BTS, but I don’t think people appreciate how damn hard he has worked to grow into this life. He was a college student, set on a completely different life with completely different expectations, scooped off the street and told to learn to sing and dance and look. at. him. now. Listen to that vocal range, look at the Black Swan choreography or the way he seamlessly joined the dance break of ON---he has worked HARD and I don’t think we should forget about this. Just because something doesn’t come easy to you, if you’re not naturally gifted, it doesn’t mean you can’t work to achieve it. 

Basically I just love Kim Seokjin with my whole heart.

Yoongi:

Empathetic -  This word is the beginning and end of how I would describe his entire being. I think Min Yoongi is a very empathetic person. He sits back and observes, and he’s aware of everything. You know when you first get into BTS, there’s always the stories of him being the “scariest” member or the “toughest” or the quietest (especially in the earlier days of BTS, because can we just talk about how much happier he has been this last year-year.5?? How much more himself he is at all times? How much more comfortable??? We love to see it.) But I think his quiet watchfulness just gets frequently mistaken for scary or tough. In addition, his empathy allows him to connect with others in a special way, to acknowledge them and build them up (thinking of that one V-Live or whatever where Jungkook says something kind of under his breath---something about a past life?---and Yoongi not only hears him but turns to him and explicitly validates his feelings and thoughts, OR the times when he tells Jimin that he really likes his singing voice).  

Protective - He doesn’t like unkindness in any way, shape, or form. He doesn’t tolerate cruelty or bullying. And let’s not forget: he sees everything. Every slight, every intentional dismissal, every dig or jab, every “diss track” lyrics. Every single injustice. Now, he can stand up for himself (when he deems it appropriate, because I also think he’s pretty good at picking battles), but his true force comes out when those he loves are belittled/threatened/disrespected. He is fiercely protective of those he loves. 

Emotionally Intelligent - Obviously, I think he’s also just intelligent-intelligent, but I want to focus on this aspect for a moment, because I think this is a quality that gets overlooked in people in general. He is aware of the importance of emotions, both his own and other people’s. It’s in the way he recognized that he and Taehyung were polar opposites and made a concentrated effort to understand him better. It’s in the way he unabashedly announces that they hold hands when they’re arguing. It’s in the way that he insists that there is more to life than school, grades, others’ expectations. It’s also in the way he knows exactly how to make the others laugh, the way one of his sharp-witted comments or physical-comedy bits can break a tension or diffuse the moment. It’s all over every single one of his songs. It’s in the way he calmly handles challenges and has a unique relationship with each of his brothers according to their needs. He treats his relationships---with the members, the fans, staff, friends, family, whoever---with care and respect and maturity. 

Compassionate (read also: Cinnamon Roll) - Yoongi understands darkness because he has experienced it himself, and he will do whatever he can to make sure no on else suffers in the same way. He takes care of the people in his life, usually by doing little things or quiet things (think: the reason they call him the “dad” of BTS). He’s not afraid to correct people when they’re wrong, but he always manages to do it kindly. He’s also a complete pushover for the ones he loves: think of how he each member of the maknae line has a different but special relationship with him, think of how Jungkook can basically crawl all over him and hit him and annoy him and bother him and he never bats an eye, think of the way he showed up with chicken because he didn’t want Hoseok to be alone, think of the way he goes fishing with Jin because he knows his big bro loves it so much, think of the way he never ever yells at anyone when he’s angry, think of the way he softens his tone when explaining things. Cinnamon. Roll. 

Straight-forward - He’s blessed with the ability to be blunt but not cruel. I actually personally really hate the word “blunt” because, in my experience, it usually comes into play when someone is explaining that their rude, offensive, and ignorant comment *isn’t* rude, offensive, or ignorant---they’re “just a blunt person.” But I think Yoongi is someone who is actually able to be straight-forward (a much better term than the dreaded b-word) without slipping into carelessness. He says things how they are, but, using his emotional awareness and intelligence, he’s able to say it calmly and kindly. If you’ve messed up, he’s going to tell you you messed up---but he’s also going to help you figure out the next steps and volunteer to walk with you while you take them. He’s going to call out bad behavior---but always remind you that he loves you no matter what. He’s going to critique the song you wrote---but it’s going to be 90% positive comments and 10% suggestions of what could be better/smoother/more understandable. I also feel like he is someone who expects the same in return: he hates liars and has a low tolerance for bullshit. 

Basically I just love Min Yoongi with my whole heart.

Hoseok: 

Duality - Now, I don’t mean duality in the way you can compare his precious ray-of-sunshine moments to the times he absolutely blows everyone away on stage (though this is obviously a thing). I’m referring more to the way he can be both ray of sunshine and serious-business all at the same time. Like Jin, I think Hoseok chose an Idol persona (though I think his decision was prompted more by a desire to be uplifting and cheerful and our hope) and exists comfortably within those parameters. However, unlike Jin, I think Hoseok doesn’t mind if people see the other side sometimes, too. He’s not afraid to set down the bubbly-Hobi persona, even if cameras are rolling. He’s not afraid to be emotional,  whether that’s over-the-top happiness, or genuine overwhelmed tears. He can wear a flower around his face and make cute noises and then the next second he can snap at the maknae to not fool around near a pool so he doesn’t get his clothes all wet. It’s not an act either way, he’s just both. 

Good judgment - Obviously, we know that Jung Hoseok is a hard-worker. We know he’s dedicated his life to his craft, first with dancing and then with rapping. He can be an intimidating dance captain, someone who takes it seriously and pushes everyone to be the very best they can be. His work ethic is insane, and he never accepts less than his best---but, in comparison to others on this list, I think he is able to critique himself fairly and kindly. While he demands perfection, he doesn’t tear himself apart to find it. I think he has the ability to assess something or someone and come away with a fairly unbiased opinion. 

Comfortable - This is hard to describe in just a word, but I think he has a way of making people feel at ease in his presence. Even as one of the biggest superstars on the planet right now, you get the sense that he never wants to make people feel uncomfortable or intimidated or uneasy. Something about his mannerisms, his bright smile, his personableness, make him seem approachable. I think it’s also why Namjoon’s been known to say that BTS couldn’t exist without Hoseok, why Yoongi values his friendship so much, why Jungkook is constantly snuggling him. My personal opinion is that he was instrumental in bridging the gap that sometimes might have occurred between Namjoon and Yoongi in the early days; his comfortable presence eased some of the tension that (I’m guessing) may have naturally arisen between two of the greatest young rappers in the game when they were first working together. Hoseok just wants everyone to feel comfortable and at ease around him.

Kind - I think Jung Hoseok is just a genuinely kind human being. I think he is trusting and loyal, but also just the sort of person who will make it his mission to make you smile on a bad day. Just the fact that he chose to make his stage persona someone who is full of hope and happiness speaks volumes. Knowing his own personal struggles, he extrapolates this knowledge to guess how others could feel, and throws himself into the role of positive, happy, sunshiney, hope. It’s his kindness that motivates this behavior. 

High standards - This goes along with his good judgment, but I think Hoseok expects a certain level of competence from everyone around him, in whatever capacity they’re working. Again, this goes along with his desire to have the entire group work on a bit of choreo until it’s right. I think that, because he pushes himself to be the best and fulfill expectations, he looks for this same dedication in others (what comes to mind is that moment in some interview where Namjoon is struggling a little [cos English is the WORST, ugh] so Hoseok looks over at the interpreter like “what exactly are you doing, do your job, help him translate”). 

Basically I just love Jung Hoseok with my whole heart. 

Namjoon: 

Unbelievably intelligent - I know this one isn’t exactly shocking, but I still feel like it needs to be mentioned first and appreciated more. Namjoon is crazy intelligent, academically speaking. He thrives on the pursuit of knowledge, on contemplating and discussing higher concepts, on learning new things that feed his curiosity and his soul. While I also think this crazy-high intellect can sometimes hinder his ability to connect emotionally with people, it’s also this exact quality that makes him so well suited for the role he has been thrust into---not just in the group, but in the world. 

Nerdy - Bicycling, bonsai trees, reading, tiny creatures, art exhibits. He is unabashedly and desperately passionate about the things he likes. He isn’t afraid to love something just because he loves it. He goes all-in on things that he’s interested in, whether they’re “cool” or not. His curiosity pushes him forward, needling him to learn everything he can about things he’s passionate about. He sinks himself into these hobbies wholly (think: carrying a book or two with him everywhere so he can get some reading in, visiting as many art museums and exhibits as possible on days off, making cutesy noises at stingrays and scooping teeny-tiny crabs out of the sand to tell them how beautiful they are).

Macro-focused - He strikes me very much as the sort of person who loves to talk about concepts and ideas and philosophies in great terms. He loves clever wordplay, he likes to reflect on his place in the universe, he wants to discuss the complexities of life and human nature. His quick-mind devours these topics, and I can imagine he could sit for hours with you debating philosophy and discussing art. On the flip side, though, I think he isn’t so good with minutiae---and by “minutiae” I mean everything from being more aware of his physical surroundings to dealing with personal things. For example, I think he’s brilliant when he discusses happiness and hardship and joy and pain and love and humanity in the songs he writes...... but he’s not exactly the first person you would go to if you were having a tough or emotional personal time. Don’t get me wrong: obviously he cares about the people in his life, he cares about people in general---but sometimes all you need is a hug and pat on the back to encourage you and Namjoon would instead launch into the greater implications and consequences of human nature in an attempt to help you feel better.

Logical - I know this seems like a given, but while I think others on this list are more emotionally-intelligent, I think logic is one of Namjoon’s greatest strengths. For example: if another member is crying or upset, Jimin would notice they’re upset and immediately go and hug them and wipe their tears away; Namjoon would notice they’re upset and immediately look for the source of the problem. Once identified, he’d take the next steps to rectifying the problem, because logic dictates that if the problem gets solved, then the other member would be happier. If there was nothing to rectify, he’d attempt to comfort them with cold, hard facts. (I’m thinking about that time when Jungkook got upset because he felt like he messed up his performances, and Jimin immediately hugs him and comforts him and tells him he was great, while Namjoon assesses the situation and starts talking about how he himself actually, objectively messed up, so there’s no logical reason for Jungkook to be upset right now.) He dreams and enjoys literature and the arts---but when it comes to handling practical, inter-personal issues, he’s much more comfortable with logic. 

Vibes - I really didn’t have a good word to describe this thought of mine, so let me just get right into explaining: I think Namjoon is, generally speaking, one of the smartest people---if not the smartest person---in the room. He’s aware of this fact without being arrogant about it, but it is the truth. Because of this, I think he’s frequently called on to explain things, to expound on them, to teach or interpret or decipher. I think he enjoys this role, because he loves talking about things he’s passionate about (see above: nerdy) but sometimes...sometimes I think he just desperately wants someone he can vibe with. Someone who can match his level intellectually. Someone whom he doesn’t have to teach. I think he is over-the-moon ecstatic when he meets someone he can vibe with in any way---whether that’s intelligence-related or passion/hobby-related. I don’t know, I just sometimes feel like he chooses to spend his personal time with people who can match him in some way, whom he can vibe with.

Basically I just love Kim Namjoon with my whole heart.

Jimin:

Caring - For me, Park Jimin starts and ends with this characteristic. He cares. A lot. About a lot of things. He cares about his brothers, he cares about his family, he cares about his friends, he cares about ARMY, he cares about music, he cares about his dancing, he cares about fashion, he cares about how he’s perceived, he cares about doing his very best, he cares about the future generations, he cares about those who are less fortunate than him, he just cares so much. Along with Yoongi, I think he is incredibly empathetic. How many times do we see him basically sprint across a room or a sandy beach or a campsite or a stage to get to an upset member? He reads people’s emotions and has a natural instinct to take care of them. Like anything, though, I think his biggest strength can also be a great weakness: sometimes he cares too much. How many times has he worked until his body is covered with pain patches, until his feet bled, until he almost passed out? All the weight he lost, because he cared about his appearance? How hard he worked at being “hardcore, manly” Jimin, because that’s what he thought people cared about most? All the times he cried after a tiny mistake, because he cared about being perfect, because he cared about others’ perception of him? Park Jimin cares so/too much and it’s one of the most defining things about his personality. 

Social Intelligence/눈치 - One thing I love the most is how he has such a unique relationship with each one of his brothers. Now, obviously, every single combo in Bangtan is different and unique and special. But I love watching Jimin’s relationships with the others so much, because he’s so aware of what they need. Truthfully, I think Jimin is hyper aware of others in general. If you’re trying to sneaky-cry at a crowded party, Jimin is the type of person who would somehow appear at your side, ready to help you feel better. His empathy and sensitivity allow him to assess what each individual needs the most from him and act accordingly. He knows Taehyung should never be left alone when upset, knows that if Jungkook is actually crying then something is very wrong, knows that Leader RM sometimes needs to just be his one-year-older hyung Namjoon, knows exactly how far he can push Yoongi’s buttons, knows to laugh at Jin’s dad-jokes (especially when they’re for the benefit of the group), and knows that Hoseok needs to be reminded how much cohesiveness he provides the group in general. 

Self-Critical - All right, I feel like this one might be a little controversial, so hear me out. Like I mentioned earlier, he cares a lot, and part of that translates into caring about himself---caring about his achievements, his performance, his appearance. It’s partly the classical dancer in him and partly just his personality. He wants to do and be his best always. But.... I do think that he has learned to be much kinder to himself over the years. Gone are the days of starving himself to get rid of his cheeks, the tearful breakdowns after a single missed step in a performance, the acting outside of his true personality because he thinks that’s what he’s supposed to be. I think we now very much see a Jimin who has come into his own, who has accepted himself for who he is (including his flaws), who has embraced every part of him. This doesn’t mean that I think he never has to fight the nagging voice in his head, or struggle with insecurities, or swallow down the urge to berate himself after a less-than-perfect performance---he still expects the best out of himself, still wants to be the best. I just think he’s found a way to critique himself without absolutely tearing himself apart. 

Cunning - Yet another word that looks and sounds derogatory, but isn’t really in this context. Like a lot of other empathetic, sensitive, socially-intelligent people, knowing exactly what people need and are feeling also allows him to know weaknesses. Weaknesses he would never exploit---unless he wanted to. I actually don’t think we see much of him using others’ weaknesses against them, but in my opinion, this quality is linked to two of his other quirks: 1) his talent and complete lack of guilt for cheating at games and 2) his penchant for pettiness. I don’t really know how to explain my thought-process here---not well, anyway. But I feel like Jimin is so tuned into the important things (so concerned about the important things) that little things, like cheating at a game, don’t matter to him much. And, if he can use his usually sweet and helpful and hard-working, honest self to get away with it, even better. On the flip side, I don’t think he enjoys or endures confrontation as much or as well as, say, Yoongi might---so he expresses himself in a quieter, underhanded way. (The moment that’s coming to mind is that one time they were at an American event and he commented, in Korean, about how unorganized things seem to be.) Jimin is the sweetest, most sensitive, empathetic little cinnamon roll---until it’s time to win a game, or until he’s feeling a little prickly and petty. 

Basically I just love Park Jimin with my whole heart.

Taehyung: 

Individualistic - Kim Taehyung knows who he is. He knows what he likes, what he wants, what he thinks. He is going to wear whatever he wants, paint whatever he wants, say whatever he wants, and do whatever he wants. He’s a person who seems to have figured out a long time ago what makes him happy and how to be his true self around others no matter what---and this something I greatly envy. If he wants to learn the violin, he’s gonna buy a violin and play some scratchy Twinkle Twinkle Little Star on a hotel balcony---because that’s what he wants to do. If he wants to write a song, it’s going to be in his style, the way he likes it. If he wants a really cool, avant-garde piece of artsy clothing, he’s going to spray-paint it himself. If he has an opinion on something, it’s highly likely that he’s spent quite a bit of time forming this opinion---but once that’s his opinion, that’s his opinion. That’s what he thinks, there’s no need to listen to others or change. I think this quality, this ability to be himself so  freely and earnestly, is both one of the reasons he’s able to make friends so easily and be beloved so quickly (see: “Bangtan’s True Baby” and “Wooga Squad darling”); and one of the reasons others (including the other members, by their own admission) can’t understand him well at first. I think it has brought many good things to his life, but has also played a significant part in some of the struggles that he has had. He’s precious, but also very easily misunderstood.

Not Very Outward-Sensing - Notice I very purposefully don’t go anywhere near the words “self-absorbed” or “self-centered”---because he’s not. On the contrary, I think Taehyung feels very deeply for the people in his life (see below: Emotional), but his ability to care for them is sometimes inhibited by his lack of outward-sensing. If Jimin is the king of 눈치/social awareness, then Taehyung is the absolute opposite (which is why it is unendingly intriguing to me that two of his closest relationships in BTS---he and Jimin, he and Yoongi---are comprised of one person who lacks this awareness [Tae] and one person who has all the awareness [Jimin, Yoongi]). He would never hurt someone’s feelings on purpose, but quite often he’s just not paying a whole lot of attention to what other people might be feeling or experiencing. He’s not concerned about walking on eggshells, because he feels that as long as his intentions are good, nobody can be too hurt or too uncomfortable with him or his behavior (A great example of this is the infamous Spring Day Dance Debate from “Burn the Stage.” In Taehyung’s mind, he saw something that should be changed and needed to be addressed, so he called it out. It never in a million years would occur to him that the way he phrased it or the way he kept harping on it could be a source of irritation or discomfort to Jin. To him, it was a very black-and-white, clear-cut situation: something was wrong, he had an idea of how it should be fixed, therefore nothing bad could/should come of him speaking his mind in the pursuit of this perfect solution he created). He seems like the sort of person who, after accidentally hurting your feelings, would sympathize with your hurt and want to make it better, but focus more on the fact that he didn’t mean to hurt your feelings, so it’s not really his fault. 

Emotional - I think he is very in-touch with his emotions, which can be both a good thing and a bad thing. For example, if he’s upset, he wants everyone to know and acknowledge that he’s upset. He doesn’t like feeling ignored or passed over, and where others might let it slide, he’s not afraid to speak up about it (I’m thinking about the time there was a question directed specifically to Yoongi about being from Daegu and Taehyung immediately pointed out that he was also from Daegu, and kind of pouted a little until it was acknowledged). Also, although it’s never been said explicitly, I think he is one of the members who potentially struggles with depression. He can take things very personally and to heart. But this is likely because he has such a big heart. He loves unabashedly and he’s very vocal about who he loves---think of all the times he’s said and posted comments along the lines of “Please love all seven” and “Please love each of us equally.” He also can be very protective (thinking of that one Weverse post where he lowkey chewed somebody out for posting an unflattering photo of one of the others) and blunt when defending those he loves. I mean, he created a whole new word just to express how much he loves ARMY! When he’s sad, he cries. When he’s happy, he giggles. When he’s angry, he expresses it. When he’s disappointed, he doesn’t hide it. To me, he is a near-perfect example of someone who wears their heart on their sleeves. 

Contradictory - One of his most endearing qualities. He is not very outward-focused---but he bought a pair of gloves because he remembered that Jimin offhandedly mentioned that he needed some. He doesn’t read other people easily---but he (so far) is also pretty darn good at completing accurate Vibe-Checks for those who come in contact with BTS. He doesn’t always see as much as the others might---but he also notices certain things they might miss. The beauty of his being is that he can be both things at the same time and not seem out of place.

Basically I just love Kim Taehyung with my whole heart.

Jungkook: 

Confident Yet Perfectionistic - Now listen: when I say confident, I don’t mean that he never struggles with insecurities. I mean confident in the way that his whole life (at least his whole Idol life) he had 6 older brothers who encouraged him to try and do anything he wanted---and then supported him no matter the outcome. Being raised in an environment like that, where you’re encouraged to try things, where you have people who love you constantly praising your efforts and providing a safe space for you to fail, you gain a certain amount of confidence in your abilities, in yourself. I think this is actually a big part of the Golden Maknae moniker: yes, I think he is the type of person to whom things may come quite easily and who is naturally skilled in several areas---but it’s also a little easier to conquer new things when you have years of encouraged-successes under your belt. He has gained a confidence in himself over years of trying and working his tail off and eventually succeeding; he knows he can do anything if he works at it enough because he’s always been able to do everything he works at. Where the perfectionistic aspect kicks in especially is this: there are a lot of people who have a natural affinity for lots of things. There are lots of people who can pick up something new and be decent right away (I honestly think Taehyung is another person like this, someone who can pick new things up pretty easily)---the difference is that Jeon Jungkook is the type of person who takes that natural affinity and runs with it. He’s not satisfied with just being good at something; if it’s something he really wants to do, he throws his whole heart and soul and self into it. In my opinion, this sets him apart from people who could be considered “Jack of All Trades, Master of None.” He trusts his process and uses it to be the very best he can be in whatever he does.

Introverted -  Obviously he’s not the only introverted member of Bangtan, but I do think that his specific life experiences require a little more discussion on this topic than the others. By his own admission, his childhood ended really early. He didn’t focus much on school because he was focused on his career; he never got to have the typical high school experiences most of the others had. At an incredibly young age he was thrust into a totally different life that required being in the spotlight---and while this definitely brought unique challenges, he loves his life as a musician and performer. I think out of all BTS, Jungkook especially lives for performing. He lights up on stage and is at his absolute happiest when performing (and performing well). And yet none of this changes the fact that he is absolutely an introvert, someone who needs to recharge with just a little alone time. Alone time. Not easy to achieve when you live in the same tiny dorm with 6 other boys. Not easy to achieve when you are constantly surrounded by brothers, staff, instructors, producers, cameras, and fans.  

Maknae - I can’t explain this well, I know I can’t, but it just is such a huge part of him that I feel like I need to try. In so many ways, Jungkook is a typical baby of the family. It’s evident in the way that he unabashedly idolizes his Rap-Mon-hyung. In the way he constantly cuddles and sniffs and snuggles Hoseok. In the way he’s not afraid to pester Yoongi or tease Seokjin. He also seems like someone who is much more of a fixer than a listener; meaning, if you go to him with a problem, he’s going to be focused on how he can fix the situation, not on just listening and sympathizing/empathizing with you, a trait that I feel comes easily to babies of families (not that *all* youngest children have this, mind you) because they’re typically not the ones confided in, so if something is brought to them they want to help make it right (massive generalization, I know, don’t kill me). As discussed above, he’s also confident in himself because he’s been raised with older siblings who have always told him “yes, you can.” He’s just Baby in all the ways that stick with a person even as they grow older. 

Trusting - Jungkook strikes me as the sort of person who trusts fairly easily---and, more importantly, unshakably. He has no problem admitting to millions of ARMY that he ripped his pants on stage or V-Living while drunk (I don’t care what he says, babyboy was at least a little buzzed) because he trusts us. He could easily follow Namjoon (or any of his brothers) to the ends of the earth. He takes every opportunity to speak earnestly and wholeheartedly about how much he genuinely loves ARMY, because he trusts that that love will be returned. 

Basically I just love Jeon Jungkook with my whole heart. 

[pagesoflauren]

A Thousand Years (vampire!Jack x reader AU) - Chapter 18

Chapter 17 Masterlist

Oxton held an eerie air for Jack. Saying he hadn’t been home in years was an understatement. He had never thought he’d ever come back.

It was Y/N’s idea to try to find his family, maybe invite them to the wedding. Jack told her the likeliness of finding them was slim; he had no connections to them after he left.

The streets are just as he remembers them, though they’re all been paved over with concrete instead of remaining the same cobblestone paths he used to walk. Many of the store fronts had been remodeled to look more modern, though the interiors look the same from what he can see through the windows. He points out different buildings and what they were, who owned them or lived in them; little anecdotes about the town he once called home.

“And…this is my street. My house is there,” he says, pointing to a small house at the corner of a crossroad.

“You think anybody’s still there?”

“Maybe,” he shrugs, “or maybe they knew my family. People don’t really move around here.”

They yield to cars slowly passing by and move to the side at the sounds of bike bells ringing.

“Can’t do it,” Jack mumbles, hand shaking at his side. Y/N knocks her knuckles against the door; metal now, though Jack remembers when it was wood.

A man in his mid-40s answers. “May I help you?”

Y/N looks quickly at Jack, answering for him when he doesn’t say anything. “Hi,” she begins, introducing herself, “and this is my fiancé, Jack. Jack Lowden.”

“Jack Lowden?” the man repeats astoundedly, closing the door slightly. Jack can make out his figure looking at something on the wall before he reopens the door. “Jack Andrew Lowden? Born 1850? Son of Jacqui and Gordon I?”

“The first?” Jack echoes, “Nobody was named after him.”

“Yes, they were,” the man smiles, holding out his hand, “I’m Gordon Lowden IV. I’m your great-great-great grandnephew.”

Jack and Y/N were welcomed in with sounds of excitement, people instantly recognizing his face. It had been nailed in the hallway leading to the door, per his parents’ request so that they’d be able to recognize him if he ever came back.

Jack met Gordon’s family: his wife, Michelle, and his children, Rachel, Max and Hannah. A dinner invitation was immediately sent out and almost everyone invited was accepted. People had been eager to meet him since hearing about the vampire in the family, though they had always been told to not keep their hopes up. Now he was there, in the flesh, and it was just like meeting Y/N’s little cousins all over again; lots of questions about how he lives as a vampire, why he doesn’t talk like Dracula and whether or not he turns into a bat. Y/N found some friends in his great-great-great-great nieces and nephews around her age.

They make it a point to mention the wedding, telling them the ballpark dates to keep clear if they can.

“It’s kind of why we’re here,” Y/N explains, “I feel like he should have some of his family there, even if he doesn’t know them. But, we’re so happy for have been welcomed by you. He’s so happy.”

“Well, I’m sure his parents would’ve been happy to see him,” Gordon III says, “Papa always said they were looking for him.”

“Were they?”

“Yes. That’s why his picture is there, so that if and when he came back, whoever answered the door would be able to recognize him. It was the only way I got the house, and the only way Gordon got the house from me.”

Y/N glances at her fiancé, the man who believed his parents hated him, talking animatedly with his distant relatives, some that were around his age. He politely sips on a beer, smiling and laughing with them as they all share stories. He winks are her and she waves, pocketing the information his great-great grandnephew had given her to tell him later.

They leave with promises to return the next day for lunch, with the “aunts” coordinating plans for a dinner party at a restaurant back in Edinburgh, where Jack and Y/N were staying.

That night, Y/N lays in bed fiddling with Jack’s fingers as her eyes droop.

“Great uncle Gordon III told me his father said your parents were looking for you.”

Jack scoffs somewhat bitterly. “I don’t think that’s true.”

“What does he have to gain by lying about that, Jack?”

He looks thoughtful before shrugging, feeling ashamed he’d even think that.

“I think we should visit the cemetery tomorrow. Pay our respects. Only if you want.”

He thinks for a moment, before he nods.

“We should get white lilies. Those were mum’s favorite.”

“Here it is,” Gordon says as he opens the gate to the mausoleum. Y/N grabs Jack’s hand with her free hand, her other arm cradling the bouquets of lilies they had bought before coming here.

Jack had been there before; he’d visited his own grandparents in the marble building. Their graves hadn’t been moved, cemented into the wall permanently. He blindly reaches behind him and Y/N knows what he’s asking for, placing the flowers his in hand as she steps back to let him pay his respects.

She begins looking around, calculating ages and trying to construct a family tree in her mind. When she looks at him, his eyes are darting from name to name, recognizing all his relatives that he had grown up with, some of those who were still small kids when he left. The lilies fall out of his hand and it looks like his knees are buckling.

“Jack,” Y/N says gently, “Jack, do you want to sit down?”

He doesn’t look at her. His eyes are fixated on the two graves next to each other. He does manage to nod, sinking to the marble bench as Y/N holds his arm in an attempt to support him.

Y/N sits next to him, ready to retract her arm but remaining pliant to Jack when he grabs at her hands.

“Need…need you here. Need you close,” he breathes, voice shaky as he takes it all in.

“Okay.”

She listens as he tells her who’s who, adding little anecdotes about them.

“There’s…there’s James, he was only a boy when I left and now—“

He chokes on his words, sobbing as all the feelings of loss wash over him like a tidal wave. All the memories he never made, the birthdays he missed and the weddings he should’ve been there for, they were all gone in a puff of smoke the minute his parents turned him away.

Y/N brings him into her chest, cradling him as he lets out a cry of anguish. Her eyes squeeze shut as she tries to comfort him, though she’s overcome with a sense of empathy, her own tears spilling over her eyelids.

He calms down after a long while, sobs dwindling down to sniffles as Y/N kisses his forehead. He closes his eyes appreciatively when she kisses his cheek and nudges her nose into his neck.

He squeezes her hand before getting up, slowly getting up to pay his respects to his parents. He gathers the remaining lilies in his hands, laying two across the graves. He wipes his tears again when a marble tile on the wall catches his attention.

Jack Andrew Lowden Beloved Son and Friend 1850 —

There’s a piece of yellowing paper wedged between the tile and the wall. Jack carefully pries it out, unfolding it with shaky hands. He recognizes his father’s handwriting.

December 3rd, 1918

My dear son, my Jack,

I do not know the chances that you will find this. I know you may feel spited after what your mother and I did, after what we said to do. We saw your name in the newspaper. There was an article about immortals fighting alongside mortal men in the war. We rejoiced in knowing you were still alive, and hoped to find you. Regrettably, your mother took ill. It was the White Plague. I feel as though I will not be able to live much longer without her.

I want you to know that your mother and I love you very much. We missed you every day after you left; you took parts of our hearts and we much regretted turning you away. We are so sorry. I will not expect forgiveness from you, whether you come in person or you read this letter, whenever that may be.

I hope to see you again, my son. I know I may not meet you in the next life. Should you decide to move on from this world, please know your mother and I will be waiting eagerly to meet you.

His signature curls at the bottom of the page. Jack folds the piece of paper and turns around to look at his fiancee.

“Will you hold onto this for me?”

“Yes,” she says, beginning to unzip her purse.

“Please, you have to keep it safe.”

“I will.”

Jack watches her delicately hold the letter in her hands, stashing it away in her wallet.

As they walk back to the front gates of the cemetery, Jack stops at a familiar grave, seeing flashes of memories: carrying the coffin on his shoulder, tears falling down his face as he said his final goodbyes, kissing a freshly bloomed pink rose before tossing it into the grave. His chest feels heavy with emotion.

Y/N comes to stand next to him, taking his hand and reading the name on the grave.

Alice Margaret Hamilton Daughter of Henry and Margaret Hamilton Sister of Ronald, Maisie and Benjamin 1852-1868

“Who was she?”

Jack heaves a sigh before quietly responding, “She was my girlfriend.”

Y/N does the math to calculate her age. She was two years younger than Jack, passing away when she was only sixteen.

“What-what happened?”

“Cholera. I wasn’t allowed to see her until she passed. We wrote so many letters to her, my parents and I. I was so sure I’d marry her, but she was sick.”

“I’m…I’m so sorry, Jack,” she says, her eyes blurring with tears.

“That’s why I worry so much for you. I just don’t want you to get sick.”

Y/N doesn’t say anything, tears falling as she takes one of the remaining lilies and laying it on her grave. She feels grief for what was lost: dreams and hopes of a young girl. She cries for the heartbreak Jack must’ve felt, her own heart hurting. She’s not bitter, there’s no room for that.

Jack presses kisses to her face and wipes her tears with his thumb, holding her as he cries himself.

After composing themselves and continuing the rest of the way out of the cemetery, Jack chuckles.

“You know,” he starts, squeezing her hand so she’ll look at him, “you look like her a bit.”

Y/N smiles. “I’ll take that as a compliment.”

tagging: @albionscastle

[racheltgibsau]

The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action

Does the content you create burrow into brains, slam into cells, and trigger an exciting cavalcade of chemicals? If it tells a great story, it can.

But marketers often confuse information for story. Marketing campaigns, direct mail, email newsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your audience.

In an ideal world, every interaction with your audience leaves a lasting impression. In reality, only those interactions that foster a connection do. So, what’s the most efficient shortcut to that connection? Brand storytelling.

We want to help you make the strongest impact with every piece of content you create, so we’re diving into the science of brand storytelling to teach you how to tell stories that will make the most impact with your audience.

Building Trust Through Brand Storytelling

Before we dive into the science of brand storytelling, let’s address the ultimate goal of all content: to build a relationship with your customers. We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point A to point B as painlessly as possible. But the road from passive consumer to active customer starts with your relationship.

Content is one of the best ways to establish a relationship. You may use it to demonstrate your knowledge, help your audience do something, or introduce your culture or brand. No matter the subject, you want to deliver that message in the most effective manner. This is where brand storytelling gives you an advantage.

When you translate your message into compelling stories, you are speaking in a language that your audience’s brains and bodies instinctively understand. This intrinsic recognition is what fosters their connection to you. It’s what tells them you are a familiar friend—not a nuisance to ignore.

The Science Behind Brand Storytelling

Humans are scientifically hardwired for stories—think of the earliest cave paintings. But why? Why do stories captivate us? Because they affect our biology. A good story isn’t just an entertaining experience. It’s a physical experience that affects our emotions and—most importantly—can change our behavior.

This is well demonstrated in the work of Paul Zak, a neuroeconomist and professor at Claremont Graduate University, who is a pioneer in the study of stories and their effect on humans.

In a 2015 study, Zak tested the power of story and its effect on charitable giving. He had participants watch motion graphics delivering two types of stories: 1) a dramatic narrative about a father and son 2) a simple story depicting the father and son at the zoo. After viewing the stories, participants were invited to donate money to strangers.

The study revealed the powerful affect of storytelling. The dramatic narrative caused viewers’ brains to release two incredibly powerful chemicals: oxytocin and cortisol.

Why? The experience of hearing and seeing a human narrative allowed viewers to put themselves in the story, which increased their oxytocin and, therefore, empathy. (This also aligns with neural coupling, in which the brain activity of someone listening to a story begins to mirror the person who’s telling the story.)

While oxytocin is the feel-good “love” chemical, the conflict in the narrative increased cortisol, the stress chemical. This may sound negative, but cortisol is important because stress causes humans to be on high alert and pay attention, making the viewers more invested in the story. Combined, these two chemicals not only shaped emotions but influenced viewer behavior.

After viewing the dramatic narrative, viewers were more eager to donate money. (The power of these chemicals also confirmed findings of Zak’s 2007 study, in which participants injected with oxytocin became 80% more generous.)

Additional research has also found storytelling to be a useful behavior-changing tool. A 2011 University of Massachusetts Medical study found that storytelling swayed patients to better control their blood pressure. And a 2013 Penn State study found that storytelling helped improve medical students’ attitudes toward treating dementia patients.

Connection, trust, empathy, action: This is the inherent power of storytelling—if you tell the right story.

The Formula for Great Brand Storytelling

Now, here’s the kicker. Remember that Zak presented two stories to the viewers. That dramatic narrative contained conflict and resolution. The second, about the father and the son at the zoo, had none. It basically just followed their actions: visiting one animal, then the next. There was no compelling narrative to trigger those chemicals.

But the dramatic story full of conflict, struggle, and tension captured the audience. Therefore, the key to good brand storytelling is a stimulating story.

According to Zak, there are two keys to a powerful story:

It needs to capture attention.

It should transport us to the world.

A 2014 Johns Hopkins study of popular Super Bowl ads found that the key to popularity wasn’t humor or a crazy stunt, it was the type of stories that followed a dramatic arc. For this, let’s refer to Gustav Freytag’s pyramid, which you might remember this from English class.

This classic story structure includes:

Exposition: This sets the scene, detailing who or what the story is about.

Rising action: These are the events that lead to the climax, the conflict, etc.

Climax: This is the turning point.

Falling Action: This is where the conflict unravels.

Denouement: This is the resolution.

This is the most satisfying story structure because it provides everything we crave: intrigue, action, and resolution. (Note that a great ending or resolution triggers a release dopamine, the feel-good reward chemical.)

How to Apply the Arc to Brand Storytelling

It may seem like this structure is difficult to master in marketing, as opposed to a novel or screenplay, but there are plenty of practical applications for marketing, both internally and externally.

Storytelling can be used for:

Sales collateral: Case studies or other content to prove your benefit.

Education: Blogs, articles, infographics, explainer videos, or any instance in which you need to communicate concepts clearly.

Entertainment: Content to delight customers or communicate your brand personality.

Culture Marketing: Content to tell the story of who you are to current/potential customers and/or employees.

Behavior influence: You may use storytelling for positive reinforcement (to increase a behavior) or negative reinforcement (to prevent a behavior).

No matter the application, you can apply the elements of a dramatic narrative to every piece of content you create. Here are 6 ways to do it:

Vet your ideas: To make sure you’re telling the most compelling story possible, ask yourself:

Why do I want to tell this story?

What’s my unique angle?  

What value will this provide to my audience?

What should my audience take away from this?

Tell a single story: Don’t confuse the reader by trying to put too much in. A single, powerful narrative is more effective than 10 random anecdotes.  

Tell stories your audience will relate to: A good story triggers empathy and connection, but you can make it even more enticing by telling stories about subjects your audience is already interested in. Craft content around the issues, interests, or pain points your audience regularly faces. (Find out how to build audience personas which will help you identify these.)

Start with an emotional hook: Use the first 100 words of your article or 15 seconds of your video to grab their attention and trigger that oxytocin and cortisol. Pro-tip: Conflict always creates an emotional response and personal anecdotes, powerful statistics, or provocative questions are a great way to do this.

Create a setup and payoff: Remember that the story resolution triggers that reward response. If you can lead with an emotional hook, get them invested in the story, they’ll want to follow it through to the end.

Be human: Empathy is a human emotion. Make sure your brand voice, language, and empathy is also reflected in the way you tell your story. 

Brand storytelling can be challenging and exciting, but always remember the real reason you’re telling stories: To foster a connection and build a strong, trusting relationship.

For more on creating powerful stories, find out why data storytelling may be your secret weapon and learn how to create content that provides true value to your audience. 

The post The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 http://blog.marketo.com/2017/07/scientific-tricks-tell-brand-stories-will-move-audience-action.html

[zacdhaenkeau]

The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action

Does the content you create burrow into brains, slam into cells, and trigger an exciting cavalcade of chemicals? If it tells a great story, it can.

But marketers often confuse information for story. Marketing campaigns, direct mail, email newsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your audience.

In an ideal world, every interaction with your audience leaves a lasting impression. In reality, only those interactions that foster a connection do. So, what’s the most efficient shortcut to that connection? Brand storytelling.

We want to help you make the strongest impact with every piece of content you create, so we’re diving into the science of brand storytelling to teach you how to tell stories that will make the most impact with your audience.

Building Trust Through Brand Storytelling

Before we dive into the science of brand storytelling, let’s address the ultimate goal of all content: to build a relationship with your customers. We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point A to point B as painlessly as possible. But the road from passive consumer to active customer starts with your relationship.

Content is one of the best ways to establish a relationship. You may use it to demonstrate your knowledge, help your audience do something, or introduce your culture or brand. No matter the subject, you want to deliver that message in the most effective manner. This is where brand storytelling gives you an advantage.

When you translate your message into compelling stories, you are speaking in a language that your audience’s brains and bodies instinctively understand. This intrinsic recognition is what fosters their connection to you. It’s what tells them you are a familiar friend—not a nuisance to ignore.

The Science Behind Brand Storytelling

Humans are scientifically hardwired for stories—think of the earliest cave paintings. But why? Why do stories captivate us? Because they affect our biology. A good story isn’t just an entertaining experience. It’s a physical experience that affects our emotions and—most importantly—can change our behavior.

This is well demonstrated in the work of Paul Zak, a neuroeconomist and professor at Claremont Graduate University, who is a pioneer in the study of stories and their effect on humans.

In a 2015 study, Zak tested the power of story and its effect on charitable giving. He had participants watch motion graphics delivering two types of stories: 1) a dramatic narrative about a father and son 2) a simple story depicting the father and son at the zoo. After viewing the stories, participants were invited to donate money to strangers.

The study revealed the powerful affect of storytelling. The dramatic narrative caused viewers’ brains to release two incredibly powerful chemicals: oxytocin and cortisol.

Why? The experience of hearing and seeing a human narrative allowed viewers to put themselves in the story, which increased their oxytocin and, therefore, empathy. (This also aligns with neural coupling, in which the brain activity of someone listening to a story begins to mirror the person who’s telling the story.)

While oxytocin is the feel-good “love” chemical, the conflict in the narrative increased cortisol, the stress chemical. This may sound negative, but cortisol is important because stress causes humans to be on high alert and pay attention, making the viewers more invested in the story. Combined, these two chemicals not only shaped emotions but influenced viewer behavior.

After viewing the dramatic narrative, viewers were more eager to donate money. (The power of these chemicals also confirmed findings of Zak’s 2007 study, in which participants injected with oxytocin became 80% more generous.)

Additional research has also found storytelling to be a useful behavior-changing tool. A 2011 University of Massachusetts Medical study found that storytelling swayed patients to better control their blood pressure. And a 2013 Penn State study found that storytelling helped improve medical students’ attitudes toward treating dementia patients.

Connection, trust, empathy, action: This is the inherent power of storytelling—if you tell the right story.

The Formula for Great Brand Storytelling

Now, here’s the kicker. Remember that Zak presented two stories to the viewers. That dramatic narrative contained conflict and resolution. The second, about the father and the son at the zoo, had none. It basically just followed their actions: visiting one animal, then the next. There was no compelling narrative to trigger those chemicals.

But the dramatic story full of conflict, struggle, and tension captured the audience. Therefore, the key to good brand storytelling is a stimulating story.

According to Zak, there are two keys to a powerful story:

It needs to capture attention.

It should transport us to the world.

A 2014 Johns Hopkins study of popular Super Bowl ads found that the key to popularity wasn’t humor or a crazy stunt, it was the type of stories that followed a dramatic arc. For this, let’s refer to Gustav Freytag’s pyramid, which you might remember this from English class.

This classic story structure includes:

Exposition: This sets the scene, detailing who or what the story is about.

Rising action: These are the events that lead to the climax, the conflict, etc.

Climax: This is the turning point.

Falling Action: This is where the conflict unravels.

Denouement: This is the resolution.

This is the most satisfying story structure because it provides everything we crave: intrigue, action, and resolution. (Note that a great ending or resolution triggers a release dopamine, the feel-good reward chemical.)

How to Apply the Arc to Brand Storytelling

It may seem like this structure is difficult to master in marketing, as opposed to a novel or screenplay, but there are plenty of practical applications for marketing, both internally and externally.

Storytelling can be used for:

Sales collateral: Case studies or other content to prove your benefit.

Education: Blogs, articles, infographics, explainer videos, or any instance in which you need to communicate concepts clearly.

Entertainment: Content to delight customers or communicate your brand personality.

Culture Marketing: Content to tell the story of who you are to current/potential customers and/or employees.

Behavior influence: You may use storytelling for positive reinforcement (to increase a behavior) or negative reinforcement (to prevent a behavior).

No matter the application, you can apply the elements of a dramatic narrative to every piece of content you create. Here are 6 ways to do it:

Vet your ideas: To make sure you’re telling the most compelling story possible, ask yourself:

Why do I want to tell this story?

What’s my unique angle?  

What value will this provide to my audience?

What should my audience take away from this?

Tell a single story: Don’t confuse the reader by trying to put too much in. A single, powerful narrative is more effective than 10 random anecdotes.  

Tell stories your audience will relate to: A good story triggers empathy and connection, but you can make it even more enticing by telling stories about subjects your audience is already interested in. Craft content around the issues, interests, or pain points your audience regularly faces. (Find out how to build audience personas which will help you identify these.)

Start with an emotional hook: Use the first 100 words of your article or 15 seconds of your video to grab their attention and trigger that oxytocin and cortisol. Pro-tip: Conflict always creates an emotional response and personal anecdotes, powerful statistics, or provocative questions are a great way to do this.

Create a setup and payoff: Remember that the story resolution triggers that reward response. If you can lead with an emotional hook, get them invested in the story, they’ll want to follow it through to the end.

Be human: Empathy is a human emotion. Make sure your brand voice, language, and empathy is also reflected in the way you tell your story. 

Brand storytelling can be challenging and exciting, but always remember the real reason you’re telling stories: To foster a connection and build a strong, trusting relationship.

For more on creating powerful stories, find out why data storytelling may be your secret weapon and learn how to create content that provides true value to your audience. 

The post The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 http://blog.marketo.com/2017/07/scientific-tricks-tell-brand-stories-will-move-audience-action.html

[maxslogic25]

The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action

Does the content you create burrow into brains, slam into cells, and trigger an exciting cavalcade of chemicals? If it tells a great story, it can.

But marketers often confuse information for story. Marketing campaigns, direct mail, email newsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your audience.

In an ideal world, every interaction with your audience leaves a lasting impression. In reality, only those interactions that foster a connection do. So, what’s the most efficient shortcut to that connection? Brand storytelling.

We want to help you make the strongest impact with every piece of content you create, so we’re diving into the science of brand storytelling to teach you how to tell stories that will make the most impact with your audience.

Building Trust Through Brand Storytelling

Before we dive into the science of brand storytelling, let’s address the ultimate goal of all content: to build a relationship with your customers. We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point A to point B as painlessly as possible. But the road from passive consumer to active customer starts with your relationship.

Content is one of the best ways to establish a relationship. You may use it to demonstrate your knowledge, help your audience do something, or introduce your culture or brand. No matter the subject, you want to deliver that message in the most effective manner. This is where brand storytelling gives you an advantage.

When you translate your message into compelling stories, you are speaking in a language that your audience’s brains and bodies instinctively understand. This intrinsic recognition is what fosters their connection to you. It’s what tells them you are a familiar friend—not a nuisance to ignore.

The Science Behind Brand Storytelling

Humans are scientifically hardwired for stories—think of the earliest cave paintings. But why? Why do stories captivate us? Because they affect our biology. A good story isn’t just an entertaining experience. It’s a physical experience that affects our emotions and—most importantly—can change our behavior.

This is well demonstrated in the work of Paul Zak, a neuroeconomist and professor at Claremont Graduate University, who is a pioneer in the study of stories and their effect on humans.

In a 2015 study, Zak tested the power of story and its effect on charitable giving. He had participants watch motion graphics delivering two types of stories: 1) a dramatic narrative about a father and son 2) a simple story depicting the father and son at the zoo. After viewing the stories, participants were invited to donate money to strangers.

The study revealed the powerful affect of storytelling. The dramatic narrative caused viewers’ brains to release two incredibly powerful chemicals: oxytocin and cortisol.

Why? The experience of hearing and seeing a human narrative allowed viewers to put themselves in the story, which increased their oxytocin and, therefore, empathy. (This also aligns with neural coupling, in which the brain activity of someone listening to a story begins to mirror the person who’s telling the story.)

While oxytocin is the feel-good “love” chemical, the conflict in the narrative increased cortisol, the stress chemical. This may sound negative, but cortisol is important because stress causes humans to be on high alert and pay attention, making the viewers more invested in the story. Combined, these two chemicals not only shaped emotions but influenced viewer behavior.

After viewing the dramatic narrative, viewers were more eager to donate money. (The power of these chemicals also confirmed findings of Zak’s 2007 study, in which participants injected with oxytocin became 80% more generous.)

Additional research has also found storytelling to be a useful behavior-changing tool. A 2011 University of Massachusetts Medical study found that storytelling swayed patients to better control their blood pressure. And a 2013 Penn State study found that storytelling helped improve medical students’ attitudes toward treating dementia patients.

Connection, trust, empathy, action: This is the inherent power of storytelling—if you tell the right story.

The Formula for Great Brand Storytelling

Now, here’s the kicker. Remember that Zak presented two stories to the viewers. That dramatic narrative contained conflict and resolution. The second, about the father and the son at the zoo, had none. It basically just followed their actions: visiting one animal, then the next. There was no compelling narrative to trigger those chemicals.

But the dramatic story full of conflict, struggle, and tension captured the audience. Therefore, the key to good brand storytelling is a stimulating story.

According to Zak, there are two keys to a powerful story:

It needs to capture attention.

It should transport us to the world.

A 2014 Johns Hopkins study of popular Super Bowl ads found that the key to popularity wasn’t humor or a crazy stunt, it was the type of stories that followed a dramatic arc. For this, let’s refer to Gustav Freytag’s pyramid, which you might remember this from English class.

This classic story structure includes:

Exposition: This sets the scene, detailing who or what the story is about.

Rising action: These are the events that lead to the climax, the conflict, etc.

Climax: This is the turning point.

Falling Action: This is where the conflict unravels.

Denouement: This is the resolution.

This is the most satisfying story structure because it provides everything we crave: intrigue, action, and resolution. (Note that a great ending or resolution triggers a release dopamine, the feel-good reward chemical.)

How to Apply the Arc to Brand Storytelling

It may seem like this structure is difficult to master in marketing, as opposed to a novel or screenplay, but there are plenty of practical applications for marketing, both internally and externally.

Storytelling can be used for:

Sales collateral: Case studies or other content to prove your benefit.

Education: Blogs, articles, infographics, explainer videos, or any instance in which you need to communicate concepts clearly.

Entertainment: Content to delight customers or communicate your brand personality.

Culture Marketing: Content to tell the story of who you are to current/potential customers and/or employees.

Behavior influence: You may use storytelling for positive reinforcement (to increase a behavior) or negative reinforcement (to prevent a behavior).

No matter the application, you can apply the elements of a dramatic narrative to every piece of content you create. Here are 6 ways to do it:

Vet your ideas: To make sure you’re telling the most compelling story possible, ask yourself:

Why do I want to tell this story?

What’s my unique angle?  

What value will this provide to my audience?

What should my audience take away from this?

Tell a single story: Don’t confuse the reader by trying to put too much in. A single, powerful narrative is more effective than 10 random anecdotes.  

Tell stories your audience will relate to: A good story triggers empathy and connection, but you can make it even more enticing by telling stories about subjects your audience is already interested in. Craft content around the issues, interests, or pain points your audience regularly faces. (Find out how to build audience personas which will help you identify these.)

Start with an emotional hook: Use the first 100 words of your article or 15 seconds of your video to grab their attention and trigger that oxytocin and cortisol. Pro-tip: Conflict always creates an emotional response and personal anecdotes, powerful statistics, or provocative questions are a great way to do this.

Create a setup and payoff: Remember that the story resolution triggers that reward response. If you can lead with an emotional hook, get them invested in the story, they’ll want to follow it through to the end.

Be human: Empathy is a human emotion. Make sure your brand voice, language, and empathy is also reflected in the way you tell your story. 

Brand storytelling can be challenging and exciting, but always remember the real reason you’re telling stories: To foster a connection and build a strong, trusting relationship.

For more on creating powerful stories, find out why data storytelling may be your secret weapon and learn how to create content that provides true value to your audience. 

The post The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 http://blog.marketo.com/2017/07/scientific-tricks-tell-brand-stories-will-move-audience-action.html

[sualkmedeiors]

The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action

Does the content you create burrow into brains, slam into cells, and trigger an exciting cavalcade of chemicals? If it tells a great story, it can.

But marketers often confuse information for story. Marketing campaigns, direct mail, email newsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your audience.

In an ideal world, every interaction with your audience leaves a lasting impression. In reality, only those interactions that foster a connection do. So, what’s the most efficient shortcut to that connection? Brand storytelling.

We want to help you make the strongest impact with every piece of content you create, so we’re diving into the science of brand storytelling to teach you how to tell stories that will make the most impact with your audience.

Building Trust Through Brand Storytelling

Before we dive into the science of brand storytelling, let’s address the ultimate goal of all content: to build a relationship with your customers. We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point A to point B as painlessly as possible. But the road from passive consumer to active customer starts with your relationship.

Content is one of the best ways to establish a relationship. You may use it to demonstrate your knowledge, help your audience do something, or introduce your culture or brand. No matter the subject, you want to deliver that message in the most effective manner. This is where brand storytelling gives you an advantage.

When you translate your message into compelling stories, you are speaking in a language that your audience’s brains and bodies instinctively understand. This intrinsic recognition is what fosters their connection to you. It’s what tells them you are a familiar friend—not a nuisance to ignore.

The Science Behind Brand Storytelling

Humans are scientifically hardwired for stories—think of the earliest cave paintings. But why? Why do stories captivate us? Because they affect our biology. A good story isn’t just an entertaining experience. It’s a physical experience that affects our emotions and—most importantly—can change our behavior.

This is well demonstrated in the work of Paul Zak, a neuroeconomist and professor at Claremont Graduate University, who is a pioneer in the study of stories and their effect on humans.

In a 2015 study, Zak tested the power of story and its effect on charitable giving. He had participants watch motion graphics delivering two types of stories: 1) a dramatic narrative about a father and son 2) a simple story depicting the father and son at the zoo. After viewing the stories, participants were invited to donate money to strangers.

The study revealed the powerful affect of storytelling. The dramatic narrative caused viewers’ brains to release two incredibly powerful chemicals: oxytocin and cortisol.

Why? The experience of hearing and seeing a human narrative allowed viewers to put themselves in the story, which increased their oxytocin and, therefore, empathy. (This also aligns with neural coupling, in which the brain activity of someone listening to a story begins to mirror the person who’s telling the story.)

While oxytocin is the feel-good “love” chemical, the conflict in the narrative increased cortisol, the stress chemical. This may sound negative, but cortisol is important because stress causes humans to be on high alert and pay attention, making the viewers more invested in the story. Combined, these two chemicals not only shaped emotions but influenced viewer behavior.

After viewing the dramatic narrative, viewers were more eager to donate money. (The power of these chemicals also confirmed findings of Zak’s 2007 study, in which participants injected with oxytocin became 80% more generous.)

Additional research has also found storytelling to be a useful behavior-changing tool. A 2011 University of Massachusetts Medical study found that storytelling swayed patients to better control their blood pressure. And a 2013 Penn State study found that storytelling helped improve medical students’ attitudes toward treating dementia patients.

Connection, trust, empathy, action: This is the inherent power of storytelling—if you tell the right story.

The Formula for Great Brand Storytelling

Now, here’s the kicker. Remember that Zak presented two stories to the viewers. That dramatic narrative contained conflict and resolution. The second, about the father and the son at the zoo, had none. It basically just followed their actions: visiting one animal, then the next. There was no compelling narrative to trigger those chemicals.

But the dramatic story full of conflict, struggle, and tension captured the audience. Therefore, the key to good brand storytelling is a stimulating story.

According to Zak, there are two keys to a powerful story:

It needs to capture attention.

It should transport us to the world.

A 2014 Johns Hopkins study of popular Super Bowl ads found that the key to popularity wasn’t humor or a crazy stunt, it was the type of stories that followed a dramatic arc. For this, let’s refer to Gustav Freytag’s pyramid, which you might remember this from English class.

This classic story structure includes:

Exposition: This sets the scene, detailing who or what the story is about.

Rising action: These are the events that lead to the climax, the conflict, etc.

Climax: This is the turning point.

Falling Action: This is where the conflict unravels.

Denouement: This is the resolution.

This is the most satisfying story structure because it provides everything we crave: intrigue, action, and resolution. (Note that a great ending or resolution triggers a release dopamine, the feel-good reward chemical.)

How to Apply the Arc to Brand Storytelling

It may seem like this structure is difficult to master in marketing, as opposed to a novel or screenplay, but there are plenty of practical applications for marketing, both internally and externally.

Storytelling can be used for:

Sales collateral: Case studies or other content to prove your benefit.

Education: Blogs, articles, infographics, explainer videos, or any instance in which you need to communicate concepts clearly.

Entertainment: Content to delight customers or communicate your brand personality.

Culture Marketing: Content to tell the story of who you are to current/potential customers and/or employees.

Behavior influence: You may use storytelling for positive reinforcement (to increase a behavior) or negative reinforcement (to prevent a behavior).

No matter the application, you can apply the elements of a dramatic narrative to every piece of content you create. Here are 6 ways to do it:

Vet your ideas: To make sure you’re telling the most compelling story possible, ask yourself:

Why do I want to tell this story?

What’s my unique angle?  

What value will this provide to my audience?

What should my audience take away from this?

Tell a single story: Don’t confuse the reader by trying to put too much in. A single, powerful narrative is more effective than 10 random anecdotes.  

Tell stories your audience will relate to: A good story triggers empathy and connection, but you can make it even more enticing by telling stories about subjects your audience is already interested in. Craft content around the issues, interests, or pain points your audience regularly faces. (Find out how to build audience personas which will help you identify these.)

Start with an emotional hook: Use the first 100 words of your article or 15 seconds of your video to grab their attention and trigger that oxytocin and cortisol. Pro-tip: Conflict always creates an emotional response and personal anecdotes, powerful statistics, or provocative questions are a great way to do this.

Create a setup and payoff: Remember that the story resolution triggers that reward response. If you can lead with an emotional hook, get them invested in the story, they’ll want to follow it through to the end.

Be human: Empathy is a human emotion. Make sure your brand voice, language, and empathy is also reflected in the way you tell your story. 

Brand storytelling can be challenging and exciting, but always remember the real reason you’re telling stories: To foster a connection and build a strong, trusting relationship.

For more on creating powerful stories, find out why data storytelling may be your secret weapon and learn how to create content that provides true value to your audience. 

The post The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from http://blog.marketo.com/2017/07/scientific-tricks-tell-brand-stories-will-move-audience-action.html

[archiebwoollard]

The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action

Does the content you create burrow into brains, slam into cells, and trigger an exciting cavalcade of chemicals? If it tells a great story, it can.

But marketers often confuse information for story. Marketing campaigns, direct mail, email newsletters help you do much more than simply relay information. They are communication tools that help you establish a connection with your audience.

In an ideal world, every interaction with your audience leaves a lasting impression. In reality, only those interactions that foster a connection do. So, what’s the most efficient shortcut to that connection? Brand storytelling.

We want to help you make the strongest impact with every piece of content you create, so we’re diving into the science of brand storytelling to teach you how to tell stories that will make the most impact with your audience.

Building Trust Through Brand Storytelling

Before we dive into the science of brand storytelling, let’s address the ultimate goal of all content: to build a relationship with your customers. We know consumers want to work with brands whose values they share, who can provide expert advice and take consumers from point A to point B as painlessly as possible. But the road from passive consumer to active customer starts with your relationship.

Content is one of the best ways to establish a relationship. You may use it to demonstrate your knowledge, help your audience do something, or introduce your culture or brand. No matter the subject, you want to deliver that message in the most effective manner. This is where brand storytelling gives you an advantage.

When you translate your message into compelling stories, you are speaking in a language that your audience’s brains and bodies instinctively understand. This intrinsic recognition is what fosters their connection to you. It’s what tells them you are a familiar friend—not a nuisance to ignore.

The Science Behind Brand Storytelling

Humans are scientifically hardwired for stories—think of the earliest cave paintings. But why? Why do stories captivate us? Because they affect our biology. A good story isn’t just an entertaining experience. It’s a physical experience that affects our emotions and—most importantly—can change our behavior.

This is well demonstrated in the work of Paul Zak, a neuroeconomist and professor at Claremont Graduate University, who is a pioneer in the study of stories and their effect on humans.

In a 2015 study, Zak tested the power of story and its effect on charitable giving. He had participants watch motion graphics delivering two types of stories: 1) a dramatic narrative about a father and son 2) a simple story depicting the father and son at the zoo. After viewing the stories, participants were invited to donate money to strangers.

The study revealed the powerful affect of storytelling. The dramatic narrative caused viewers’ brains to release two incredibly powerful chemicals: oxytocin and cortisol.

Why? The experience of hearing and seeing a human narrative allowed viewers to put themselves in the story, which increased their oxytocin and, therefore, empathy. (This also aligns with neural coupling, in which the brain activity of someone listening to a story begins to mirror the person who’s telling the story.)

While oxytocin is the feel-good “love” chemical, the conflict in the narrative increased cortisol, the stress chemical. This may sound negative, but cortisol is important because stress causes humans to be on high alert and pay attention, making the viewers more invested in the story. Combined, these two chemicals not only shaped emotions but influenced viewer behavior.

After viewing the dramatic narrative, viewers were more eager to donate money. (The power of these chemicals also confirmed findings of Zak’s 2007 study, in which participants injected with oxytocin became 80% more generous.)

Additional research has also found storytelling to be a useful behavior-changing tool. A 2011 University of Massachusetts Medical study found that storytelling swayed patients to better control their blood pressure. And a 2013 Penn State study found that storytelling helped improve medical students’ attitudes toward treating dementia patients.

Connection, trust, empathy, action: This is the inherent power of storytelling—if you tell the right story.

The Formula for Great Brand Storytelling

Now, here’s the kicker. Remember that Zak presented two stories to the viewers. That dramatic narrative contained conflict and resolution. The second, about the father and the son at the zoo, had none. It basically just followed their actions: visiting one animal, then the next. There was no compelling narrative to trigger those chemicals.

But the dramatic story full of conflict, struggle, and tension captured the audience. Therefore, the key to good brand storytelling is a stimulating story.

According to Zak, there are two keys to a powerful story:

It needs to capture attention.

It should transport us to the world.

A 2014 Johns Hopkins study of popular Super Bowl ads found that the key to popularity wasn’t humor or a crazy stunt, it was the type of stories that followed a dramatic arc. For this, let’s refer to Gustav Freytag’s pyramid, which you might remember this from English class.

This classic story structure includes:

Exposition: This sets the scene, detailing who or what the story is about.

Rising action: These are the events that lead to the climax, the conflict, etc.

Climax: This is the turning point.

Falling Action: This is where the conflict unravels.

Denouement: This is the resolution.

This is the most satisfying story structure because it provides everything we crave: intrigue, action, and resolution. (Note that a great ending or resolution triggers a release dopamine, the feel-good reward chemical.)

How to Apply the Arc to Brand Storytelling

It may seem like this structure is difficult to master in marketing, as opposed to a novel or screenplay, but there are plenty of practical applications for marketing, both internally and externally.

Storytelling can be used for:

Sales collateral: Case studies or other content to prove your benefit.

Education: Blogs, articles, infographics, explainer videos, or any instance in which you need to communicate concepts clearly.

Entertainment: Content to delight customers or communicate your brand personality.

Culture Marketing: Content to tell the story of who you are to current/potential customers and/or employees.

Behavior influence: You may use storytelling for positive reinforcement (to increase a behavior) or negative reinforcement (to prevent a behavior).

No matter the application, you can apply the elements of a dramatic narrative to every piece of content you create. Here are 6 ways to do it:

Vet your ideas: To make sure you’re telling the most compelling story possible, ask yourself:

Why do I want to tell this story?

What’s my unique angle?  

What value will this provide to my audience?

What should my audience take away from this?

Tell a single story: Don’t confuse the reader by trying to put too much in. A single, powerful narrative is more effective than 10 random anecdotes.  

Tell stories your audience will relate to: A good story triggers empathy and connection, but you can make it even more enticing by telling stories about subjects your audience is already interested in. Craft content around the issues, interests, or pain points your audience regularly faces. (Find out how to build audience personas which will help you identify these.)

Start with an emotional hook: Use the first 100 words of your article or 15 seconds of your video to grab their attention and trigger that oxytocin and cortisol. Pro-tip: Conflict always creates an emotional response and personal anecdotes, powerful statistics, or provocative questions are a great way to do this.

Create a setup and payoff: Remember that the story resolution triggers that reward response. If you can lead with an emotional hook, get them invested in the story, they’ll want to follow it through to the end.

Be human: Empathy is a human emotion. Make sure your brand voice, language, and empathy is also reflected in the way you tell your story. 

Brand storytelling can be challenging and exciting, but always remember the real reason you’re telling stories: To foster a connection and build a strong, trusting relationship.

For more on creating powerful stories, find out why data storytelling may be your secret weapon and learn how to create content that provides true value to your audience. 

The post The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 http://blog.marketo.com/2017/07/scientific-tricks-tell-brand-stories-will-move-audience-action.html