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A Quick Guide to Better Storytelling Using storytelling and memory to affect your conversion rates.

By Roie Raitses Edited by Michael Dolan

Opinions expressed by Entrepreneur contributors are their own.

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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