Do you remember Mel Gibson’s famous battlefield speech from Braveheart?

When he’s trying to convince the sceptical Scottish soldiers to take on the might of the English, he doesn’t do so by presenting them with a dry list of facts.

Instead, he uses powerful, emotional story-telling to do his marketing for him.

“Fight, and you may die. Run, and you’ll live – at least a while. And down in your beds, many years from now, would you be willing to trade all the days – from this day to that – for one chance, just one chance, to come back here and tell our enemies that they may take our lives, but they’ll never take OUR FREEDOM!”

Be like Braveheart: aim for the heart not the head when you do your marketing.