1. After buying this product, you will lose 10 kgs in 30 days. You would be able to go to parties wearing the clothes you love.

2. It’s Friday 8.30 pm. You are about to leave for a party. With so many office colleagues around, you are worried about looking presentable. You are especially concerned about the boss’s wife.… she can be mean. But as you open the wardrobe and try the first dress, it fits!

In the book ‘Made to Stick’ the Heath brothers teach us that our job as storytellers is to make the reader ‘imagine’ the situation rather than simply telling them.

The first story is alright but doesn’t paint a vivid picture. In the 2nd one, a short movie plays inside the reader’s head, which would be much more impactful.