Recently, I started off a blog post by saying “Imagine opening up a store in a mall somewhere…” In a few sentences, I told a story designed to evoke an emotional response from the reader. In the past, I’ve suggested that readers should participate in a storytelling exercise in order to sharpen this particular marketing skill. I encourage you to try that exercise. In addition to that exercise, check out a few quotes and wise words from ’round the web that touch on the subject of storytelling and emotional marketing.

Stories Connect On An Emotional Level

Storytelling For Sustainability

Stories bring an emotional context to the unfamiliar, enabling us to not only process information, but determine if that information should sway us. Truth is, you can’t win anyone over with a superior argument. You need to connect with them on an emotional level.

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Customer Stories

Online Storytelling Marketing: The New (Old) Way of Delivering Your Brand Message

Every company has a story to tell, they just have to find it. And the best way to find it is to start talking to your customers at a very personal level. Don’t just ask them what they think about your products. Talk to them about themselves and their experiences. Once you get into their psychology, you start getting qualitative information. If you’re a creative person, you’ll come out with a story.

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If you would persuade, you must appeal to interest rather than intellect.

- Benjamin Franklin

When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.

- Dale Carnegie

If you are hoping to increase conversions, or you are simply interested in the art of persuasion, consider mastering the art of storytelling.