"Metaphors like "The singer had a velvet voice" and "He had leathery hands" roused the sensory cortex. […] Then, the brains of participants were scanned as they read sentences like "John grasped the object" and "Pablo kicked the ball." The scans revealed activity in the motor cortex, which coordinates the body's movements."
"When the woman spoke English, the volunteers understood her story, and their brains synchronized. When she had activity in her insula, an emotional brain region, the listeners did too. When her frontal cortex lit up, so did theirs. By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners' brains."
Evolution has wired our brains for storytelling—how to make use of it
"Volunteers would meet one of the experimenters, believing that they would be starting the experiment shortly. In reality, the experiment began when the experimenter, seemingly struggling with an armful of folders, asks the volunteer to briefly hold their coffee. As the key experimental manipulation, the coffee was either hot or iced. Subjects then read a description of some individual, and those who had held the warmer cup tended to rate the individual as having a warmer personality, with no change in ratings of other attributes."
Exchange giving suggestions for telling stories
Write more persuasively—bring in stories from yourself or an expert
The simple story is more successful than the complicated one
"Some scientists have contended that figures of speech like "a rough day" are so familiar that they are treated simply as words and no more."