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For centuries, the world’s greatest teachers and leaders have used fables, allegories and other types of stories to successfully communicate with people and motivate them to take action. So have some of the top-performing direct mail packages, including those from The Wall Street Journal, Time-Life, Rodale Inc., Covenant House, Greenpeace, Nightingale-Conant and National Wildlife Federation. Stories engage people because they are entertaining, allow the listener to empathize with the characters, draw on emotion and lead the listener to a conclusion. And in present times, when consumers tend to be more entertainment-oriented than ever, stories might be just what your direct mail package needs to move the response needle. (this is a podcast)
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