What Story Are You Telling About the Book You’re Selling?

Stories sell.

Specifically, simple unexpected concrete credible emotional stories sell. (Oh, look; the acronym for that would be — well, you can sort it I’m sure.)

In 2007 Chip and Dan Heath published Made to Stick, a fun, easy-reading scientific study of the power of storytelling as a tool for persuasion. SUCCESS is their acronym (though they always leave the “sell” S off and I don’t know why.)

Here’s a powerful statistic from the book: 10 minutes after you make a presentation, 5% of people will remember your statistics, your logical appeal.

63% will remember a story.

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