We tell stories to our coworkers and peers all the time - to persuade someone to support our project, to explain to an employee how he might improve, or to inspire a team that is facing challenges. It's an essential skill, but what makes a compelling story in a business context? And how can you improve your ability to tell stories that persuade? Knowing how to attract customers and telling a truly striking story is equivalent to finding the success you are looking for in your business. This book is a guided tour that will teach you how to do all this and much more. This book will help you: -Attract new customers into a world full of other advertisements and distractions -Learn how a story can become powerful, what are the techniques to make it effective, how to capture the customer's attention and leave a lasting impact -Know how big companies use storytelling to their advantage and understand how you can emulate their success -Convince customers of the value of your product and your company -Deepen your relationship with customers to retain them -Create the best and most relevant stories