A fact wrapped in a story is 22 times more memorable than the mere pronouncement of that fact, according to cognitive psychologist Jerome Bruner, as cited in an Insight Demand presentation. To help your content linger in the minds of readers—who are your potential prospects, after all—remember the following six elements of a good story, based on the "Six Steps to Creating Stories That Sell" slide show by Insight Demand.
Purpose. Consider the reason for your story. What do you want the story to do? What action do you want your audience to take after hearing it?
Setting. Use names, titles, and desired goals to establish the setting. Insight Demand suggests saying something like this: "Let me tell you a story about Paul, the (title) of (company) who was looking to (goal)."
Complication. Explain the issue specifically. "You have to sell the problem before the solution," says Insight Demand.
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