Stories improve sales

I read a good book recently called ‘Significant Objects’, it is a literary and anthropological experiment devised by Rob Walker and Joshua Glenn, where they demonstrated that the effect of narrative on any given object’s subjective value can be measured objectively.

In their book, they recount an experiment on eBay. “Stories are such a powerful driver of emotional value that their effect on any given object’s subjective value can actually be measured objectively.”

They went and purchased a bunch of stuff from charity shops for an average of $1.25 each. Then they hired writers to invent stories for each item that attributed significance to each object.

They listed all the items on eBay and used the invented stories as each objects description. The end of the experiment, they had sold $128.74 worth of junk for $3,612.51

If that doesn’t show the ability of a good story, I don’t know what does. How can you tell a better story when you are selling? Give it a try and let me know if the power of story helps your sales.

Published by NCS

reader of great literature, teller of tales, photographer of mostly awful snaps but on occasion I am half decent.

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