The very short video (below) touches on the most compelling reason why businesses of all sizes should concentrate their efforts on to writing stories that are relevant to their customers and prospects.
The reason?
Only after their emotions have come into play (their "gut instinct", after all factors have been considered) will a decision be made. Essentially only after the decision to buy is made, will logic and reason come into play, as the purchase is justified and rationalized.
Here's the video:
The reason?
All buyers -- yes, that includes business buyers -- make their purchasing decisions based on emotion, not reason.
Only after their emotions have come into play (their "gut instinct", after all factors have been considered) will a decision be made. Essentially only after the decision to buy is made, will logic and reason come into play, as the purchase is justified and rationalized.
Here's the video: