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.