Small businesses like to use a lot of facts in their marketing. They think facts are the best way to influence their customers, make them see reason and spend their money. 

But the problem is, it’s not. 

Humans tend to be emotional creatures rather than rational ones. We usually respond better to stories that trigger our emotions, not to facts designed to engage our brains.

That’s why when you’re doing your marketing you should aim for the heart, not the head. 

Facts tell but stories sell.