How is the desire for change born? It’s much easier to accomplish change if the process is broken down in to tangible steps, which eliminates some of the debilitating amount of decisions to make. But even the best plan of action is useless if the people needed to follow it don’t yet believe in the purpose. At the core of change is emotion. If you want to convince someone of the need for a change, speak to their emotions. The time for strategy is after you’ve got people on board.

Think about TV advertising and it’s power to influence. It’s not the data that convinces the audience of anything. Have you ever been spurred to try or do something because a loud, ominous voice shouts that they have been in business since 1960, always delivers great customer service and employs highly experienced personnel?

Television advertising is powerful because of its ability to share stories. It’s not about the product, it’s about your life once you have it. It’s the freedom you’ll feel when you hit the open road on your Harley Davidson. It’s about how much more you’ll laugh and enjoy life when you use Crest’s Ultra Whitening Toothpaste. It’s about the memories you’ll create with your kids when you buy that Lego Space Station.

When you can evoke emotion and tell a story, you have a much greater chance of convincing someone to follow your vision or act on your request. People react to stories. Yes, facts are important, but be sure you’re presenting them at the right time in the relationship.

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