*What’s the one thing your audience needs before they’ll care about your story?*

A reason to *want* it.

Not information.
Not credentials.
Not even a great hook.

They need to know: *Why should I care?*

Here’s the science:
According to a 2023 study in the journal *Psychological Science*, when people are given a reason to care–especially one that connects to their identity or values–their **dopaminergic reward system** activates. That means they’re more likely to pay attention, remember, and act.

So before you tell your story, give your audience a *reason to lean in*.

Try this:
Start with a short, emotionally relevant question or statement that connects your story to *them*.

Examples:
[?] “Ever feel like you’re the only one in the room who doesn’t have it figured out?”
[?] “This story is for anyone who’s ever launched something before they were ready.”
[?] “If you’ve ever had to lead when you didn’t feel like a leader–this might hit home.”

That’s called **audience anchoring**.
It’s not about you.
It’s about *them*.

One thing to try:
Before your next story–whether it’s in a meeting, pitch, or keynote–ask yourself:
*What’s the emotional entry point for my audience?*
Then write one sentence that speaks directly to that.
Lead with it.

Because when people feel seen, they’ll follow you anywhere.

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