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Here's this week's Marketing Minute...

Why Stories?

Which approach attracts and keeps more readers: a no-nonsense, just-the-facts style or information interlaced with stories?

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 opening techniques.

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 sentence.

One famous story attributed to Ernest Hemingway consists of only six words:

"For Sale: baby shoes, never worn."

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