Most successful communications products, both print and online, have something in common. They begin with a real story about a person or situation that motivates the reader to read on. And, just like a good novel, the story features interesting characters, a rich context and a compelling plot. Think “Anna Karenina,” not Danielle Steel.
Storytelling cuts through the mass of information surrounding us. So, instead of being bombarded with facts, names, figures, and other chunks of information that dull your prospect’s interest, a story lead makes what you’re trying to say seem personal and exciting.