What is the single best way to reach into the reader’s heart, soul, and mind? The answer: a story

  • When you’re with a little kid and you open up your mouth to say, “Let me tell you a story,” what happens? Their eyes dilate wide and they get glassy, and the child goes into a trance.
  • One thing I would like you to know is that you don’t always need stories in your copy. If you have something that people already want and they are already familiar with you, all you really need is a headline, some bullets and a call to action. And that will work just fine. But there are times when there is sales resistance. And stories are really the best way to reduce or eliminate sales resistance.

David Garfinkel, Breakthrough Copywriting

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