Chances are, you think that your potential customers will purchase your product based on solid evidence, research, or word of mouth from satisfied customers. You would be incorrect in that assumption.



People often base their buying choices on feelings rather than hard information, so it's difficult to interpret those choices. The best advertisements are designed to have strong emotional effects. When it comes to political advertising, the facts come in second to the reaction you elicit from your audience.

2008 Presidential Election Campaign -- This election is the prime example of how the "Palin Effect" works. The choice of Sarah Palin, a self-proclaimed "hockey mom" from Alaska, invigorated John McCain's presidential campaign and gave him a significant rise in the polls.

Newsweek Magazine even reported, "With Palin on the ticket, 71% of McCain voters now say they support the ticket ..." So why did including Sarah Palin on the ticket boost the numbers so rapidly? It's easy -- she is fascinating to many people.

Barack Obama calls Palin, "... a great story." Michael Beschloss, a noted historian, can be quoted, "A good part of Sarah Palin's appeal is her life history, the choices she made, things that let voters form a bond." She can be viewed as an average mom, a working mom who also happens to be a governor, and now even the Republican Vice President nominee. People are touched by her story and they feel good about her.

This election year, Americans seem to be choosing their candidate based on emotions and not on facts or reason. Something that political campaigns and a good sales campaign have in common is the use of emotion to captivate and persuade the consumer. What most stands out in this election campaign is how "the story" has been used to make a personal connection with potential "clients."

Use Your Own Story -- If you are an online business owner, don't be afraid to use personal anecdotes to improve your bottom line. Particularly if your product is information, your story is priceless; it is the way you differentiate yourself and make an effective connection with the emotions of your potential customers.

David Neagle and Alexandria Brown are two accomplished online business owners who love to share their story about their business journey. Both earned millions and tell their audience how they made their success from seemingly out of nowhere in a catchy and convincing way. By telling their story the way they do, they are not only perceived as likable and truthful, but also very convincing.

At the end of the day, everyone has a personal anecdote to share and, if marketed correctly, that anecdote could be an effective marketing tool. What's stopping you from sharing your story with the world? Get your own story by looking at other prosperous marketers and how they cleverly use theirs. Use your story to bolster your sales plan, and give it that personal punch that will attract the customers.