The Most Powerful Way to Persuade

He’d been on the job just two short weeks.
Two weeks at the most prestigious publication in his industry, and he was already on the brink of bringing The Entire Machine to a halt. With a thud, not a screech.
With a Wednesday article deadline looming, on Monday morning he had nothing but the few beads of sweat forming on his brow. Those were something at least, so he didn’t wipe them away.
He procrastinated. He hopped from link to link, half-reading in between his worries … a mere 29 minutes from the conference call where he’d be asked by the top brass about the obviously gaping hole in this week’s schedule. Wednesday. Damn Wednesday.
His number was up. He was about to be found out. Then a headline caught his eye. And he knew it was the inspiration he’d been looking for …
The most indispensable lesson he’d ever learned about persuasion would save the day.
Stories persuade
Stories about dying, mothers, and fighting for your ideas.
Stories about snowboarding, subdural hematomas, and the secret of life.
Hell, even made-up stories about CEOs on ether trips shooting social media darlings with elephant tranquilizers.
They persuade in different ways and for different goals. But they persuade. And the storytelling doesn’t even have to be so blatant.
To grab your audience’s attention, you don’t need to use the third person and narrate neurotic work worries you once had. (Though you can, like I did above.) You don’t need to reveal your deepest, darkest secrets.
No, you just

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