Vector illustration of storytelling flat design concept.In communications, there are four ways to persuade people.

While seduction persuades through attraction and charm, coercion resorts to fear, and each wears off once backs are turned. While rhetoric touches minds, it misses hearts.  But story is the enduring persuasion, reaching hearts and minds, motivating many to move mountains.

Here’s a commercial using seduction and one using rhetoric. Here’s a political spot using story and a playlist full of great brand storytelling.