Storytelling: Pure Emotional Persuasion

I'll admit it. I cry at movies sometimes. I'mrank. When it came time for his sparring, his Sensei
comfortable with it and not ashamed in the least.jumped up to spar with him. I noticed that the older
Movies are stories and stories have been used toman was having think before reacting, he would see
elicit emotions (either by design or accident) since thesomething coming, he would stand there for a brief
beginning of man. Some of the most fantastic storiessecond and then he would react. It was clear that his
are tremendously moving. This emotion can befaculties weren't as sharp and his body wasn't as
manifested as a 'feel good' or a 'tear jerker', it canquick, but yet, it almost brought tears to my eyes to
be uplifting or depressing, revolutionary, or merelysee this man walking into the ring, walking onto the
entertaining. The most important thing to keep uppermatt and doing his level best. Moreover, it impressed
most in your mind as you think about stories, is thatme that his Sensei made him look so good. He
they are an opening, a hole, so to speak, that yourespected him enough to make him look good. I
can fill with a message, your message.realized this wasn't about outperforming the man, it
Stories tailored for business and sales need towas about respecting the human spirit.' My son's
consider the emotional state of mind that they willSensei just beamed and he responded, 'That's
put your prospect our client in. In persuasion, we'reabsolutely correct. You've got it right on all fronts.'
really simply using stories to control these emotionalWhat preceded this, is a two paragraph story on
states. The value of stories is in the state in which itrespect that most likely elicited an emotional
puts our audience.response. I wanted to illustrate to my son the
When I tell stories I want to both make a point andimportance of showing respect for our elders just in
put my prospect into a profound emotional state,the same way the Sensei showed respect to his
carry them away, so to speak and open to acceptingelder.
my message.The story worked and my son understood
Ideally, we should have an arsenal of compelling,profoundly. The story also touches me profoundly as
persuasive, powerful stories at our ready for anyI have a great affection for both the Sensei and the
given situation. Think about 'respect', for example. Forolder man in the ring.
our affluent and perhaps elderly clientèle, theWith emotional storytelling I look to constantly and
idea of respect is sometimes an incredibly importantconsistently maneuver the emotions of the listener,
and motivating factor as to whether or not theyand once I've opened them up emotionally, I can
want to do business with you.implant anything I want. What is a story like this,
With my son, I do my level best to instill a sense ofabout respect, going to show you? Well, it's going to
respect as he deals with his elders. I reinforce thisshow that I have respect for my elders, that I find
point with him when I watch him interact. I was withvalue in the concept of respect itself. What might
him the other day at his marshal arts lesson. And inyou believe as a result of hearing this story? That I
front of my son, I addressed his Sensei. I said,am highly respectful.
'Sensei, I wanted to tell you that at the last beltThis sets the frame. Within the frame, we can
advancement that I was just at with my son, I wasleverage knowledge so that somebody like our
really impressed. There was a man there that mustlistener, has an undiscovered hero.
have been in his seventies.' And Sensei smiled broadlyWhat are some of your stories that might elicit deep
and he said, 'Yes. He's about 73.'emotional responses and how can you incorporate
And I said, 'He was up for the test to advance histhem into your persuasion repertoire?