Stories change our attitudes, beliefs and behaviors.
As humans, we depend on others for our survival and happiness. Why should a customer or a person on the street care about your product or service? How does it change the world or improve lives? This is what makes information persuasive and memorable.
People are more motivated by a transcendent purpose (how it improves lives) than the transactional purpose (how it sells goods and services). It is all about overcoming adversity.
When you want to truly connect with your clients, start with a story about human struggle that eventually prevails.
