Hey ! Welcome to the January issue of Genius in Leadership and the 21 Forbidden Laws of Persuasion. If you are just getting into this, go ahead and check out laws 1-7 when you get a chance. The eighth law of persuasion is storytelling.

Everyone loves a good story. The written and aural history of our race has survived for thousands of years because of stories. We’re fascinated by a great story and even more by a great story teller.

Just look at the billions of dollars which are spent on entertainment every year: television, books, movies, plays, operas and even magazines. Great stories are the most compelling and enriching experience which life has to offer.

Thousands of years ago it was prophets, scribes and minstrels that brought us the magical power of stories. Today these story tellers are movie and television directors, songwriters, writers (both fiction and non-fiction) and yes, even advertisers and marketers.

The interesting thing is that whether a story is history or myth, fact or fiction, it can still have a profound effect on our emotions and even our beliefs. In fact, a well told story can even convince someone of something which is not true, sometimes quite easily.

At the same time, a true story which is well told has the power to awaken the emotions, change perspectives and motivate a person to take action or even alter their beliefs. This is why the law of storytelling is one of the most powerful tools for effective persuasion.

Just think of the last time that you were motivated to change your beliefs or perspectives or to take new action on something you learned. Chances are it was because of the power of a great story.

So how do you master the art of storytelling?

Through the use of active language which creates force in your writing. For more information, see “How to create force in your writing.” Other dynamics of good storytelling involve structure and presence, which are described in detail in the full version of “21 Immutable Laws of Persuasion” and “The Cashflow Copywriter” which you can receive as free downloads on this site.

Storytelling also involves the 9th law of persuasion “Trance.”  If you’re interested in reading more about the 21 laws of persuasion, please visit our copywriting services page for your free copy of the full 21 Laws Ebook.  To read about any of the previous laws, simply click on the law below.

1. Trance Breaking
2. Curiosity
3. Hope
4. Jealousy
5. Responsibility
6. Integrity
7. Cognitive Dissonance

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