A Quick Guide to Better Storytelling Using storytelling and memory to affect your conversion rates.
By Roie Raitses Edited by Michael Dolan
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You've probably heard the saying: 'We buy on emotions and justify with logic.'
Harvard Business School professor Gerald Zaltman discussed this notion in detail, stating that 95% of all cognition happens in the subconscious mind.
But although neuroscientists have long agreed that the rational mind plays a small role in decision making, many B2B sales messages still favor facts, figures and logic.
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