How brands use stories to sell their productPosted by Philip Brown on September 25th, 2013 0 comments

Last week I looked at why great products need a great story in order to be successful. Whilst telling a compelling story is definitely more of an art than a science, there are some good lessons that you can learn by looking at how some of the best marketing companies in the world approach storytelling.

In this post I’m going to look at 4 companies and their storytelling marketing campaigns to see what they did right.

Whilst you won’t have the budget to pull off these kinds of campaigns, hopefully there will be many things you can take away in the art of telling a good story.

Why tell a story?

Before I get into the case studies, let’s look at the reasons why you should tell a story to sell your products. Again, if you missed last week’s post, go read that for a more comprehensive break down of telling a compelling story.

The world of marketing has dramatically changed over the last 100 years, but one thing that has stayed consistent is the importance of telling a compelling story. It doesn’t matter how great a product is, without an effective marketing campaign consumers won’t flock to buy it. That is why the biggest and most sustaining companies invest heavily in crafting beautiful and emotional campaigns around storytelling.

Associating your product with a story is so effective because we naturally remember a good story and we are more likely to share it with others. When a marketing campaign can introduce a product through a story, it is far more likely to be well received by a consumer.

Case studies

I’m a big fan of creative marketing campaigns that tell a story. I think despite the bad name marketing and advertising gets, there are some truly beautiful campaigns that get launched each year. Whilst the majority of marketing is ignored, these stand out campaigns are truly storytelling at its finest.

I’ve picked the follow 4 case studies for a number of reasons. Firstly these are some of my favourite storytelling campaigns from over the past few years. Secondly I think they make interesting case studies to analyse how to tell an effective story through marketing. And thirdly, I only wanted to include campaigns where I could link you to a video so you could watch them yourself. It kind of misses the point if I have to try and describe what was so good about the storytelling without you actually seeing it with your own eyes.

Apple

Of course I couldn’t write a post like this without including one of the best marketing companies of all time. Apple has built itself to be one of the most valuable companies in the world by creating beautiful products with some of the most compelling and rememberable campaigns in the history of modern marketing.

Apple has consistently delivered marketing campaigns that create a vision of what the company is aspiring to be. This has went from a group of renegades fighting against the establishment to campaigns specifically targeting unique and creative people through self expression.

Apple’s 1984 commercial aired during The Super Bowl, one of the biggest american television events of the year. This campaign references George Orwell’s Nineteen Eighty-Four, which is a novel about a dystopian future of a world in perpetual war, omnipresent government surveillance, and public mind control. Apple is targeting IBM as the evil in the world and showing how the Macintosh will change the face of modern computing.

The Think Different campaign was Apple highlighting inspiring people and how they changed the world. In this campaign, Apple is aligning itself with the troublemakers of the world who weren’t afraid to be different and stand up for what they believed in.

The iPod Silhouette campaign ran from 2004 to 2008. It highlighted how Apple had changed the game with portable music players. Again Apple is highlighting the creative individuals who they are targeting and how iconic the iPod and it’s white earbuds become to be. The campaigns featured strong visual silhouettes on bright backgrounds and upbeat songs from a range of artists and genres.

And finally the last Apple campaign I want to highlight is the Photos Every Day campaign. The iPhone is the most popular camera in the world and has enabled everyone to carry a high quality camera with them at all times. Many people no longer own a digital camera because the iPhone has become so powerful. This campaign focuses on people taking photos during their every day lives. Again this is a beautiful video that highlights how connected people are to their phone. These devices that we carry in our pockets allow us to capture memories that will live with us forever.

Apple has been so successful over multiple decades in their marketing efforts because they tell a consistent story of targeting individuals. Whether this being creative artists or anti-establishment renegades, Apple’s unconventional and provocative campaigns have built them a cult following all around the world.

The beautiful thing about Apple campaigns is how they have been able to consistently tell this same story over multiple decades. I’ve highlighted three of the most well known campaigns, but of course there are many more.

If there is one takeaway from the plethora of successful Apple campaigns is, choose a story and stick with it. Many companies will try and portray themselves differently in marketing campaigns to appeal to mass markets. Instead, find a group of people that you can target specifically, and stay true to that path.

Jack Daniels

Another iconic product that uses effective story telling is Jack Daniels. Jack Daniels have had countless advertisements that build upon each other to portray the story behind the product.

Whilst Jack Daniels has had a number of different stories in their campaign, each stays true to the consistent theme of the brand. The advertisements usually heavily use black and white and give an authentic feel of Tennessee.

Two of the most popular Jack Daniels commercials were Label Story and His Way that both focus on the mystery behind the brand. Both advertisements use simple imagery, but both portray the brand as mysterious and compelling.

One of my favourite marketing campaigns from this year is the Jack Daniels CBGB campaign. In this campaign, Jack Daniels is aligning itself to the history of rock and roll by featuring some of the most prominent rock stars from the last couple of decades. Again, the campaign is staying true to the mysterious nature of the brand.

I think Jack Daniels advertisements are so effective because they are extremely understated. Jack Daniels is well aware of how the product is positioned in the market and the demographic of people who the brand resonates with. Jack Daniels shows that you don’t have to create over the top campaigns to convey a powerful story.

Dove

Another one of my favourite campaigns from 2013 was Dove’s Beauty Sketches. This advertisement tells the story of how a lot of women worry about their appearance and so they overlook their own natural beauty. The campaign shows that often the way others see us is very different from the things that we naturally get caught up on.

This was an extremely compelling campaign because it was able to tap into the emotion of feeling insecure in your own body. A lot of people all around the world suffer from self confidence issues about their appearance, and so this campaign is likely going to resonate with a lot of people.

The take away from this campaign is, know your target audience intimately, understand their problems and be empathetic to things they worry about. When a brand like Dove can show a deep understanding of the problems consumers face, potential customers are going to feel a much stronger affinity for the brand.

Charity:Water

Charity:Water is one of the youngest companies that I’m going to feature in this post, but also one of the most promising new marketing companies of the past couple of years.

Charity:Water knows that traditionally a lot of charities have been unable to effectively connect their target audience with the problems they are trying to solve. Charity:Water has invested heavily in building a brand around it’s campaign to provide clean water for every human on the planet.

One of the first Charity:Water commercials featured Jennifer Connelly and the people of New York city collecting pond water to carry back to their apartments. The campaign showed what it would be like to give dirty water to your children and how we take clean running water for granted.

By putting the audience into the shoes of the people who don’t have access to clean water, Charity:Water is able to show the problem that over a billion people face each day. Drinking dirty water is the root of problem that keeps millions of people in poverty and sickness. If you are a parent watching this commercial, it is not hard to imagine what it must be like to give your children this dirty water to drink.

Charity:Water’s campaign is effective because they have been able to put the seriousness of the problem they are trying to tackle into the lives of ordinary people. A lot of people are sceptical of giving to charity because of the lack of transparency the industry has shrouded itself in. Charity:Water is investing heavily in a brand that is able to start a movement around being an advocate for helping others.

Conclusion

I think you will agree that the marketing campaigns from these 4 companies are pretty inspiring. Whilst you might not necessarily ever be a customer of any of these companies, hopefully you can see how they can stir the emotion of their target customers by creating these emotional campaigns.

Creating compelling marketing campaigns is all about telling a consistent and true story. As you can see from the campaigns that I’ve highlighted above, all of the most effective marketing campaigns are clear, simple and remain true to mission of the company.

I think a lot of companies get marketing so disastrously wrong because they don’t self identify with their audience. They do not have a clear goal and they don’t stand for anything in particular. When you and your customers share the same world view, you are trying to solve the same problems and you care about the same things, creating compelling and engaging stories becomes easy.

What are you favourite marketing campaigns? Link me up with a YouTube link in the comments!

Why a great product needs a great storyPosted by Philip Brown on September 18th, 2013 0 comments

The difference between good products and really successful products often comes down to

how well the product was marketed. Good marketing is essentially just telling a compelling story of why your product will solve your customer’s problems.

However, telling a good story is not just about creating cheesy advertising campaigns or empty marketing messages. There is an art to being able to portray a story effectively to an audience.

In this post I’m going to be looking at why telling a compelling story is so important to the success of your product, what the most important aspects of telling a good story are, and how you can go about creating a story for your product too.

The fundamentals of business

The world of business seems like such a complicated place when you are looking in from the outside. Great institutions, educational establishments and international organisations all make out that business is a complex set of skills and experience where only a chosen few can survive.

In reality, business can basically be distilled down into four simple components.

Supply – Do you have something to offer?Demand – Do people want what you’ve got?Attention – Do you have an audience to talk to?Storytelling – Do you have a story to tell?

So hopefully you have an amazing product that solves a real customer problem. You have built an audience of people who are interested in your product.

Now how do you tell the story of your product?

What are stories good for?

Everyone likes a good story, but it can be difficult to appreciate exactly why a story is good. It’s not a surprise that stories are such an important part of our lives when you consider the following three benefits of storytelling:

Illustrating a point

Stories are really good for illustrating a point and showing the importance of the consequences of the story. For example, if you wanted to show a child why she shouldn’t play near a road, it is easier to tell her a story of a little girl getting hurt than just telling her it is dangerous.

Being rememberable

Good stories are more rememberable than just straight facts because we are better at recalling the events of a story. A good technique for remembering a lot of things is to construct a familiar story, and so, if you want your point to stick, tell a story instead.

Convincing someone of an idea

When you are trying to convince someone, it is much easier when you take them along the logical progression of a story. I’ll get deeper into this later on in this article, but I’m sure you can relate to a time when you were convinced of something after someone had told you a story, even when you were apprehensive to begin with.

Why stories are good?

I’m sure I don’t have to convince you on the effectiveness of stories. We all grow up listening to stories from our parents and teachers and so the flow and structure of a good story becomes so innate that we recognise them instantly.

Good stories entertain and engage with the audience and so it makes listening feel effortless. I’m sure we have all sat through a boring presentation or speech where time seems to stand still. Contrast this to a speech that uses story telling to illustrate a point. These types of speeches are usually far more captivating because they use the unique attributes of a story to entertain and keep us on the edge of our seats.

When you talking about an idea or a problem, the audience can often miss the point of what you are telling them if you can’t relate it to something real in their lives. Stories make abstract concepts seem real because we find it very easy to make the connection once it becomes part of a story. Stories are also able to put a human face on an idea. Without a story it is often easy to misunderstand the importance of a problem. However, when the same problem is told as a story, it makes it much easier to understand the significance of the problem because we can relate it to real life.

Telling a story also taps into the emotions and empathy of the audience. When you tell the story of how a character faced a certain problem, it is much easy for the audience to put themselves in the characters shoes. When you make a general claim about a problem, it is easy for an audience to underestimate the consequences.

And finally, stories make complex ideas seem much more simple. This is because we can all relate to the structure of a story and so when a problem is described using this common framework, it makes understanding the problem much easier.

How to tell a good story

We probably all have different biases for what we think makes for a compelling story. Whilst there are many finer points of what makes a good story, I think the following 7 sections model the broad framework of what separates good stories from the bad.

1. Make clear and compelling points

Good stories always have a clear point and a takeaway message that the listener should understand. Not only that, but the point of the story should be extremely obvious. If you think back to when you were a child, fairy tales are the ultimate example of good stories. All fairy tales follow the same framework and they always have a clear lesson for the child to abide by.

2. Short and to the point

Whilst many Hollywood films seem to struggle to maintain a enthralling story for 90 minutes, you should aim to keep your story short and to the point. Humans don’t have very long attention spans and so if you lose your audience it won’t matter how good your story is if no one is still listening.

3. Keep it fresh

Whilst many of the best stories follow in the same footprints of stories that are as old as time, you should try to keep the story your are telling fresh. By this I mean, use the common formulas of good storytelling, just put your own unique slant on it.

Classic story lines of “boy meets girl”, “unrequited love” or “struggling against adversity” will always work, but blatantly stealing story ideas from your competitors won’t go down very well.

4. Easily understood

The best stories are personally relevant to the audience and put characters into situations that we can relate. For example, if you have ever worried before a big event, felt guilty after you had done something wrong or hurt after someone had betrayed your confidence, you will find it much easy to understand the actions of a character in the same situation that you faced.

5. Engaging

Good stories are always passionate and engaging or they become dull and uninteresting. Stories where you can identify with the characters enables you to feel empathy for their situation. A good story should also arouse the curiosity of the audience and keep them on the edge of their seat. A good feedback mechanism of telling an engaging story is when the audience is hanging on your every word.

6. Reflect our values

Stories should reflect our basic values, beliefs and experiences if we are going to connect emotionally with the characters. For example, if your character betrays the trust of someone, your audience is not going to feel empathy and so you might be unable to make the point you were aiming for. You need to keep your story consistent with the values of the characters you are portraying.

7. Make sense

And finally, all good stories should make sense! All stories flow in the logical order of a beginning a middle and an end. A story should have a setting, characters, goals and a predicament. Each of these basic components are critical to crafting an engaging story.

The common structure of a good story is a character faces a problem which leads to an action, often through adversity, before finding a solution.

By following this simple framework, you significantly raise the chances of connecting with your audience through storytelling.

Conclusion

Stories are a critical component of business and marketing. All good products need good stories because stories are a fundamental component of how we as humans connect things in our lives.

Stories are good because they are engaging and compelling. Telling a story is also a recognisable format for illustrating a new or abstract concept to an audience that is unfamiliar with what you are talking about. The common framework of a good story allows the audience to follow your logical path to enlightenment.

Telling a good story comes down to following the common structure that we all recognise. By creating compelling characters that the audience can empathise with, we can effectively illustrate the consequences or the opportunity of the message we are trying to convey.

We have all grown up with stories and so they are a recognisable format for humans of all ages. You might think that storytelling is only for children. But in reality, storytelling is a crucial component of marketing, business and even our daily lives. When you want to communicate a message to an audience, there is often no better way than telling a story.

Next week I’ll look at companies and products who have nailed their storytelling and show you exactly how they have done it. As consumers become more aware of the abundances of choice we have in products and services, companies that can connect to an audience through storytelling are the ones that are going to succeed.

9 Simple Ways to Write Product Descriptions that Sell

by Mark Macdonald Posted in How to Sell Online June 27, 2013 40

It’s an easy mistake.

Even professional copywriters make it sometimes: Writing product descriptions that simply describe your products.

Why is it wrong? Because product descriptions need to sell your products.

Let’s have a look at nine simple ways to persuade your web visitors with product descriptions that sell.

1. Focus on Your Ideal Buyer

When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.

The best product descriptions address your ideal buyer directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you.

This is how Think Geek starts the product description of an LED Flashlight:

You know what's sucky about regular flashlights? They only come in two colors: white or that yellowish-white that reminds us of the teeth of an avid coffee drinker. What fun is that kind of flashlight? We'll answer that: NO FUN AT ALL. You know what is fun? Using the Multi-Color LED Flashlight to cast a sickly green glow over your face while telling a zombie story around a campfire. No campfire? Make a fake one with the orange light!

When it comes to writing your own product descriptions, start by imagining your ideal buyer. What kind of humor does he or she appreciate (if any)? What words does he use? What words does he hate? Is he okay with words like sucky and crappy? What questions does he ask that you should answer?

Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face. Now try and incorporate that language into your website so you can have a similar conversation online that resonates more deeply.

2. Entice with Benefits

When we sell our own products, we get excited about features and specifications. We live and breathe our company, our website, and our products.

The problem is our potential buyers are not as interested in mundane features and specs - they want to know what’s in it for them. That’s why you need to highlight the benefits of each feature.

This is how Method Home describes one of their hand wash gels:

Sometimes the scent of seasonal hand wash is all we need to rouse our holiday spirits. Available in an array of festive fragrances, our naturally derived gel hand wash will leave your hands soft, clean and ready to be tucked into a pair of fair isle mittens. It really is the most wonderful time of the year.

Method Home suggests that the benefit of their soap is not just that your hands become soft and clean, but that the soap actually rouses your holiday spirit making the holidays more festive and therefore more enjoyable.

Consider the benefit of each of your features. How does your product make your customers feel happier, healthier, or more productive? Which problems, glitches, and hassle does your product help solve?

Don’t sell just a product, sell an experience.

3. Avoid Yeah, Yeah Phrases

When we’re stuck for words and don’t know what else to add to our product description, we often add something bland like "excellent product quality".

That’s a yeah, yeah phrase. As soon as a potential buyer reads excellent product quality he thinks, yeah, yeah, of course; that’s what everyone says. Ever heard someone describe their product quality as average, not-so-good, or even bad?

You become less persuasive when your potential buyer reads your product description and starts saying yeah, yeah to themselves. To avoid this reaction be as specific as possible. Zappos, for instance, doesn’t describe the quality of a pair of shoes as excellent. Instead they describe each technical detail plus its benefit:

None of the bullet points above mention the quality of the product directly, but each point gives you an impression of quality. Each point also follows an easy pattern of highlighting a feature plus a benefit:

genuine hand-sewn construction (feature) >> durable comfort (benefit)

Product details add credibility. Product details sell your product. You can never include too many technical details in your product descriptions. Be specific.

4. Justify Using Superlatives

Superlatives sound insincere unless you clearly prove why your product is the best, the easiest, or the most advanced.

Amazon explains why the Paperwhite is the world’s most advanced e-reader:

The word patented gives the reader the impression that this is something special. Amazon goes on to quote several percentages to show why the Paperwhite has better contrast and brilliant resolution; and it provides a killer benefit: Even in bright sunlight, Paperwhite delivers clear, crisp text and images with no glare.

If your product is really the best, provide specific proof why this is the case. Otherwise, tone your copy down or quote a customer who says your product is the most wonderful they’ve ever used.

5. Appeal to Your Readers’ Imagination

Scientific research has proven that if people hold a product in their hands, their desire to own it increases.

You’re selling online, so your web visitors can’t hold your products. Large, crystal clear pictures or videos can help, but there’s also a copywriting trick to increase desire: let your reader imagine what it would be like to own your product.

Here’s how Think Geek stirs your imagination with an description of their grilling multi tool:

There is a person who is the hero of every BBQ or family cookout and that is the Grill Master. We always looked up to our Mom or Dad as they tended the grill and looked forward to the day when we could be in charge of charring the meatstuff and searing delicious slices of fresh pineapple. Now that we're adults, it's finally our turn and technology has smiled upon us, giving us a tool that is destined to impress.

To practice this copywriting technique start a sentence with the word imagine, and finish your sentence (or paragraph) by explaining how your reader will feel when owning and using your product.

6. Cut Through Rational Barriers With Mini-Stories

Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques. In other words, we forget we’re being sold to.

Wine sellers like UK-based Laithwaites often include short stories about wine makers:

The Dauré family own one of the Roussillon's top properties, the Château de Jau. Around the dinner table one Christmas they agreed it was time to spread their wings and look to new wine horizons. The womenfolk (Las Niñas) fancied Chile and won out in the end, achieving their dream when they established an estate in the Apalta Valley of Colchagua. The terroir is excellent and close neighbours of the Chilean star Montes winery.

When it comes to telling a story about your products, ask yourself:

Who is making the product? What inspired creating the product? What obstacles did you need to overcome to develop the product? How was the product tested?

7. Seduce with Sensory Words

Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power. Here’s an example of chocolate maker Green and Black:

Green and Black’s sensory adjectives don’t just refer to taste, but also to sound and touch: crunchy and smooth.

Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience your copy while reading.

Dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, and bright.

8. Tempt with Social Proof

When your web visitors are unsure about which product to purchase, they look for suggestions what to buy. They’re often swayed to buy a product with the highest number of positive reviews. But there are other ways to sneak social proof into your product descriptions.

Online furniture seller Made.com hints at the popularity of a product:

Including an image of a person adds credibility to a quote; it also makes an online company more personal and approachable encouraging customers to call to get answers to their queries.

The above quote carries extra impact because it describes the product as popular. The popularity claim is further supported with a cutting from the press and the phrase press favorite.

Most buyers are attracted to buying something that's popular. When it comes to your website, highlight the products that are customer favorites.

9. Make Your Description Scannable

Is your web design encouraging web visitors to read your product descriptions?

Here’s a great example of product description from Innocent Drinks:

Packaging your product descriptions with a clear, scannable design makes them easier to read and more appealing to potential customers.  

Here's some areas to focus on when designing yours:

Entice your web visitor with headlines; Use easy-to-scan bullet points; Include plenty of white space; Increase your font size to promote readability;

How to Write Compelling Product Descriptions

Share your knowledge about your product. Tell stories and explain even the tiniest details. Make an effort not to be boring and instead delight your web visitors with seductive descriptions. Most of all, write with enthusiasm because your passion for your products is contagious. 

Read more: http://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell#ixzz2jsK7GYXC

3 Simple Storytelling Methods That Can Do Your Selling For You

inShare 311

Sometimes this gets me in trouble with the hardcore copywriters …

I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads (no clear call to action, lame bullets, weak offer, etc).

Take the 1986 box office hit “Top Gun”, for example.

Top Gun is about a couple of hotshot Naval pilots given a chance to train with the “best of the best” pilots in the world at the “Top Gun” fighter pilot school. And it was, in many ways, an extremely profitable sales letter.

Here’s why …

After the movie was released:

1. Ray-Ban Aviator sunglasses (the kind Tom Cruise’s character “Maverick” wore) jumped 40%2. Air Force and Navy recruitment shot through the roof

The movie was so good at “selling” the young whippersnappers of the day on how cool being a fighter pilot is, recruitment booths were set up inside theaters it played in!

Behold, the selling power of stories

Nothing in “Top Gun” movie told you to buy Maverick’s brand of sunglasses or join The Navy. But the movie “sold” both products to hordes of people.

So, how do you apply this to your marketing?

Below are 3 storytelling methods I’ve used in some of my most profitable sales letters, emails and other marketing campaigns.

I did not invent any of them (they’ve been around for centuries).

And they’re not the only ways to do it. But they’re simple, easy to write, and get the job done.

1. The personal story

This is one of the most common landing page stories.

This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.

For example:

If you sell an eBook on how to get rid of painful urinary tract infections, you would tell the story about all the pain your urinary tract infection caused you — including what it was like, how nothing gave you relief, and the embarrassment, humiliation and other physical (and psychological/emotional) horrors you endured.

Then, you segue into how you figured out a way to get rid of that infection and how you wrote your solution down in a short, easy-to-read eBook …

See how that works?

You walk them through all the worst parts of the problem (the exact symptoms your readers are experiencing) and then lead them to how you solved the problem (i.e. your product).

Very simple.

And, very easy to write, too — just tell your story.

2. The historical story

This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore.

Here’s a real life example:

Once upon a time, I had to write an ad selling a grappling DVD course to adult men who hate the thought of having to sweat or roll around in a dirty dojo, etc. (They wanted the instant-tough-guy “push button ninja” solution to self defense.)

So I had to make grappling sound sexy and cool.

What did I do?

Nothing earth shattering — just some simple research online (maybe 30 minutes, nothing big) and found how certain people used grappling and wrestling in ancient Roman coliseums to fight lions … barehanded. I also read how ancient Samurai used to terrorize westerners in battle with their “bizarre” way of fighting … in other words, grappling.

So I told those stories in the ad .

And suddenly, grappling went from something that seemed dirty and sweaty and unappealing … to something exciting and fun.

Yes, this takes extra research.

But the extra sales are more than worth it …

3. The “meet the guru” story

This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.

With this format, you tell a story about how you met/talked with a guru who showed you how to solve the problem your product is about. It can be as simple as some time you spent with them on the phone … to something as dramatic as traveling up a forbidden mountain in Tibet to learn at their feet (assuming that’s true — telling a story never gives you a license to lie).

So it’s like a rite of passage:

You had a problem (one that your market shares).

You found an expert who helped you solve it.

That expert then passed his/her wisdom on to you, and now you are passing that on to your customers.

And they lived happily ever after …

And that’s all there is to it, three persuasive storytelling formats — proven to work.

Never underestimate the power of stories.

They are the chief means by which humans have communicated for thousands of years, and we’re all “hard wired” to be persuaded by them.

Use them in your marketing and soon you’ll be telling stories about all the money you’re making …