“Humans are not ideally set up to understand logic,” psychologist Roger C. Schank once said. “They are ideally set up to understand stories.”

That’s why your marketing should focus on stories rather than logic.

So don’t bash your customers over the head with facts. Instead, tell stories that stir their emotions and generate action.

That doesn’t mean your marketing should be illogical. It means it should be aimed at your customers’ hearts rather than their heads.

Humans, as Schank explained, are emotional creatures rather than rational creatures. Market accordingly.