Einstein, as usual, said it best: Logic will get you from A to Z; imagination will get you everywhere.
When you are trying to get your kids to go to sleep, how often do they say, “Please, read me a list of statistics about red riding hood’s cape, tell me the exact PMS color, the thread count, the fabric.” Nope, all they want is something emotional, a story, preferably the one they have heard over and over.
Filling your ad/web/social media with fact after fact after mind-dulling fact will not change somebody's mind about your product or service. Dry, argumentative, left-brain selling too often results in a prospect’s right-brain rejection. This doesn’t mean you have to literally tell a story in every one of your communications. But it should lead you to the conversational, rather than the conventional.
One of the problems of focusing on the transactional, on the price, is that it can lead to a price war very quickly. Unless you establish, at the least, a value message, or ideally an emotional connection, you remain a commodity—not a brand—and can only compete on dollars. And there will always be someone who can offer it for less!
So, whenever possible, go for the conversational, the expressive narrative that will separate you from your competition.
Got the idea?