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Why Stories Persuade Better Than Arguments

The way you deliver a message to them is a cue to how they should react. If you make an argument, you’re implicitly asking them to evaluate your argument—judge it, debate it, criticize it—and then argue back, at least in their minds. But with a story … you engage the audience—you are involving people with the idea, asking them to participate with you.

Via Made to Stick: Why Some Ideas Survive and Others Die.