Once upon a time…(or why emotion sells)


Listen closely, I want to tell you a story…

What is it about storytelling that appeals so strongly to human nature?
It’s about a connection which is why storytelling is your ultimate weapon, says Jonathan Gottschall, author of The Storytelling Animal. He writes,

There is an important lesson about the molding power of story. When we read dry, factual arguments, we read with our dukes up. We are critical and skeptical. But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless.

Whether you’re communicating a message to clients, readers, customers or even your employees – telling a story will allow you to reach them on a level that you had never imagined possible. Statistics, graphics and cold facts can help tell this story, but it’s up to you to find a way to get your audience to care.

It’s a simple as looking at the basics of a fairytale. Make sure there’s a beginning, a middle, and an end – or in more applicable terms – an introduction, a problem and a solution. Like Gottschall said,

We are creatures of story, and the process of changing one mind or the whole world’s must begin with “Once upon a time.”


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