Seth Erickson started his career in web design but quickly realized that without a good story, the website (and other marketing efforts) would fail to perform. That’s when he decided to become an expert in storytelling.

Seth spent months studying not just the discipline of storytelling, but the neuroscience behind why stories are so effective, and shared what he learned in his book How to Hack Humans: Storytelling for Startups.

In this episode of The Inbound Success Podcast, Seth breaks down the must-have components of an effective story, as well as the neural triggers that happen, and what marketers need to know about all of it to get better results.