Most people care the most about the things that touch, move, and inspire them.
Customers make decisions based on emotion, and then look for the facts that support these decisions.
Thus it behooves every entrepreneur to learn how to craft stories from their personal experience and the world at large that make an emotional connection, as well as tie in the facts.
In his book “Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story,“ Peter Guber asserts that: Everyone today, whether they know it or not, is in the emotional transportation business, and compelling stories are the best way for you to move your business forward.
Selling is about a transference of emotions, not a presentation of facts.
Storytelling is selling.
Telling facts to your customers is not a guarantee that they will buy from you. If you are not telling stories (that resonates), you are not selling.