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this week's Marketing
Which approach attracts and
keeps more readers: a
style or information interlaced
The folks at the BufferSocial
blog decided to run a test. They
sent half their list to a page
describing a step-by-step
process and the other half to a
page beginning with a story,
followed by the same steps.
To their surprise, the no-story
version had 300% fewer readers
making it all the way to the end
of the article.
Stories involve readers. Whether
we're young or old,
sophisticated or simple, stories
reach our emotions as well as
our logical minds. They get us
wanting to know what happened
next and why.
It's no wonder that of the
most-viewed TED videos, 30%
begin with a story, twice as
much as the next most popular
Although the introductory story
in the BufferSocial
experiment took up 12
paragraphs, stories can work
their magic in just one
paragraph or even just one
One famous story attributed to
Ernest Hemingway consists of
only six words:
"For Sale: baby shoes, never
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