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

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.