When it comes to crafting “words that sell”, the research shows us that stories are among the most persuasive forms of writing out there.
Persuasive writing is an essential part of blogging—there’s no two ways about it. So if you plan on selling anything, connecting†deeply with your readers, or going viral with a post that bares all about your life (like Jon Morrow did), you better be prepared to create stories that actually move people.
Why do stories work so well?
They work because “transportation leads to persuasion,” and as such, if you can capture your reader’s attention, you can nudge them towards being a customer or a brand advocate who supports your business at every turn.
That’s all good and fun… but how exactly can you write more persuasive stories?
Today, I’ve got some academic research that will show you how!
The six elements of better stories
According to some fascinating research by Dr. Philip Mazzocco and Melanie Green, called Narrative Persuasion in Legal Settings: What’s the Story?, stories are powerful because of their ability to affect emotional beliefs in a way that logical arguments just can’t touch.
That is to say, stories get in “under the radar” because we are so open to hearing them. We tend to block out sales pitches or “do as I say” styles of dictation, but stories are inviting, personal, and capture our imagination.
The researchers looked at persuasive aspects of stories in the court room, which is certainly one of the hardest places to craft stories, as you have another person (the other lawyer) trying to shoot down your arguments at every turn.
From their research, Mazzocco and Green found six consistent elements that are apart of startingly effective stories…
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