What we say or how we say it will determine how a person receives it. In the beginning of this video, the man was merely making a statement about his condition. People read the sign and conjured up their own judgement of what this man was experiencing.

It wasn’t until the words changed to tell a story, that this man received a greater response in the people walking by. It told them something much deeper and complex, something definite and real.

The story in those few sentences had a much deeper and richer meaning than a plain statement of facts.

When someone says, “This is what our product or service does,” it may cause some people to buy. But the flood gates don’t open until you share with them a story about how the product or service has changed or helped the lives of other people.

The proof is in the story…not the pudding.