Most people, most of the time, buy most of their stuff on emotion and impulse.

People may talk to friends, read reviews, pore over product specs and make pro-and-con lists. But here is the real fact every marketer should know: Your prospect buys because of how they feel.

Listing product features will not make an emotional connection. You must create stories for your customers – based on what you know they love and care about.

Prospect Meets Product 

It’s not “hero slays dragon” – stories must show how your product solves your customer’s problems.

The classic line on the guy buying a drill fits here: “He doesn’t want a drill…what he wants is a hole.”

Your marketing must hook prospects with a story.

If you’d like to talk about how you can tell a powerful story with your marketing copy, give me a call at (310)212-5727 or email Caleb at


Here are the rest of this week’s articles: