To put it simply, our minds may not understand projections and probabilities very well, but they are hardwired for parables and storytelling. Second, stories create emotional connections that go beyond what we can do with conventional information. When this happens, we know that we have lost the prospect's attention and energy. There is little motivation for them to continue and usually no action is taken. Stories on the other hand go to a different processing part of the brain and can create strong emotion.
Stories can create an emotional experience of value.
Finally, the art of storytelling not only creates emotional engagements, but it helps the client and the prospect to remember you. Today the smart marketer understands that the primary responsibility they have is to help people remember what is truly important. Storytelling is all about helping people remember. So if you are ready to start telling some stories, here are some simple guides as starting points to telling good stories. Every story has to have a purpose.