The best salespeople know that most people buy from out of emotion, not logic. If everyone bought using logic, there would be no reason for manufacturing sports cars, yachts, and million dollar homes. Human Beings are emotional creatures and therefore make decisions based out of emotion. Your sales and marketing should appeal to people’s emotional side (not in a manipulative way I might add).
Lawyers are the best at this. They present stories. Not just facts. I’ve been reading some in How to Argue and Win Every Time by Gerry Spence.
In it he says,
“Telling stories and listening to stories are the activities that most distinguish our species. The stories of our childhood childhood remain with us as primary experiences against which we judge and decide issues as adults. They are forever implanted in both our conscious and unconscious. We are entertained by the drama of movies, television and theatre- highly developed forms of storytelling. The most effective advertisements on television are always mini-stories that take little more than half a minute. The great teachers of the world taught with stories. Christ’s parable are stories.”
