Findings:
› Neuroscience proves that we need both the rational and emotional part of the brain to make good decisions.
› Without emotions, customers would not be able to make a buying decision.
› Because stories incorporate not only facts, but also emotions, they are better at inspiring customers to buy.
Marketing implications:
› Invest the time to wrap your key facts into a compelling story
Required actions:
› Find three to five key gaps in beliefs between what your customers believe and what they need to believe to buy your product, and then create compelling stories to help close those gaps.
