Using Stories to Build Credibility & Persuade

Communications that “leap technology and go straight to the brain.”

A couple recent items drive home the marketing effectiveness of putting your messaging and credentials — as well as the benefits you deliver — into the form of a story.

First, Psychology Today (http://bit.ly/nSIElz) goes into all the fundamentals why telling stories is the best way to teach, persuade…and even understand ourselves.  And then the AP follows up with a prime example: (http://bit.ly/q3lLBz) KFC is still collecting stories about the Colonel.  The wire story even quotes a marketing professor on the importance to the company of the Colonel’s stories as “a touchstone for value and quality of the product.”

Not every business can have a white-goateed founder with a secret recipe, but odds are there’s at least a short story that deserves telling…and can provide the “direct hit” described by Psychology Today as “leaping technology and going straight to the brain.”