One afternoon back in 10,000 B.C., a pair of Mesopotamian farmers made the amazing discovery that bread wasn’t the only thing they could make from harvested grain. If they mixed it with water and left it around to ferment, the result was a blissful brew that instantly made them regret they’d have to wait until 1600 A.D. for the invention of a nice pizza to go with it.
If this were the opening paragraph in a newspaper story, you probably wouldn’t know where it was going. That doesn’t really matter. All that matters (especially from the vantage point of the person who wrote it) is that you’re already hooked to keep reading to see what happens next. In a noisy, competitive marketplace where every seller wants to be heard by as many buyers as possible, the ones that consistently close deals are those who artfully employ the most universal magnet in mankind’s existence: the promise of a tale well told.