Inbound storytelling is the best way to connect with potential customers, expand your expertise and connect with your readers.
Michael Bosworth, an author and sales trainer, has successfully used “storyselling” in promoting his own work as well as training others to do the same. His underlying theory of why storytelling produces more sales has to do with the way that the left brain and the right brain deal with information.
You’re probably familiar with what neuroscience has told us about the left brain vs. the right brain – the former is more analytical and precise while the latter is more emotion-based and creative. During a sales presentation that emphasizes facts, figures and hard-lined data, the left brain takes over. It’s looking for a reason to say no and clarifies everything in black and white.
On the other hand, the right brain is looking for the big picture. It’s the domain of the “gut reaction” and emotional decision making. The right brain influences whether or not a prospect will decide to trust a vendor or buy something.
Storytelling speaks directly to the right brain. When a story is told, the left brain relaxes and the right brain takes over.
Via Gregg Morris