We all love a great story!
Whether we are watching one in a movie or on Netflix, or reading one in a book, blog post, or email, great stories never fail to captivate us and hold our attention.
That's why they're extremely powerful tools when you're talking to your audience.
You probably hear a lot that content is saturated, that our attention span is dwindling, and that everything should be as concise as possible.
Sure ... "That's what I'm selling and here are the features." will always be shorter than telling an elaborate story how your product helped one of your clients. But it likely won't lead to any success.
We're just so tired of hearing ad, after ad, after ad, that only tell us what we already know.
People still crave great stories and always will. And if they're captivating enough, we will keep reading, even if they are really long.
A story can take someone from one place to another. Something that a blatant "Here's what you're doing wrong, and this is what you should be doing instead." simply can't. Instead, a story allows us to discover the truth ourselves.
We are much more likely to act on a conclusion we've reached ourselves than on somebody else's advice.