Slimy toads on roads inevitably end squashed – why stories work

By |11:33 am|

Humans remember stories better than they do a list or sequence of words or numbers. My 7 year old son uses a simple mnemonic technique to learn new and difficult words. For example ‘because’ is ‘big elephants can’t always use small exits’. And top memory champions such, as Dominic O’Brien, use it to memorise huge […]

Customers don’t buy what you sell

By |8:47 am|

Customers buy emotions, not things. It’s not your product or service they really want. It’s the emotional result of the product or service they are after. Customer satisfaction is emotional satisfaction.

So although talking about the product features and the benefits of using those features is important – and is what 90% of sales and marketing […]