You ever buy something small—like a kitchen gadget or a pair of socks—and still spiral into decision fatigue?

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"Do I need this?"
"Is this the best price?"
"What if there’s a better version?"

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You’re not debating the facts.
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You’re debating how you feel about the facts.

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That’s exactly what your audience is doing when they hear your pitch.

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And if your message only appeals to logic?
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It’s going to flop.

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Because people don’t act on logic.
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They act on emotion.

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In this week’s episode of The Storyteller’s Edge, Ginger Zumaeta breaks down the 5 most common mistakes in logic-heavy messaging—and how to fix them fast so your message doesn’t just inform…it moves people.

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Let’s hit the highlights:

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1. Stop Skipping the Story

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Facts don’t stick. Stories do.

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Most pitches skip the story and go straight to “what we do.”
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But your audience isn’t scanning for data. They’re scanning for relevance.

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And relevance is personal. Emotional. Resonant.

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❌ “We help people manage debt.”
✅ “A client told us, ‘I avoid opening my bills because I can’t handle it.’ Today? She’s saving for her first home.”

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That’s not fluff.
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That’s a moment that mirrors your audience’s fear—and shows them a way out.

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2. Paint a Picture They Can Feel

B2B language is safe. It’s efficient.
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It’s also boring and forgettable.

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If your message sounds like it came from a compliance bot, it’s not going to land.
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You need evocative language.

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❌ “We improve team productivity.”
✅ “We turn chaotic, scattered workflows into smooth, focused momentum.”

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That’s a scene they can see—and want to be in.

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3. Speak to What They Value (Not What You Built)

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You might care about your backend architecture.
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They care about control. Or speed. Or looking good in front of their boss.

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So talk to that.

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Ask: What does my audience actually value?
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Then build your message around that, not your features.

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A luxury suitcase brand doesn’t just sell durability.
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It sells “travel without limits”—because their buyers value freedom, autonomy, and aesthetics.

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4. Create Real Urgency

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Benefits are nice.
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But risk is what drives action.

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Loss aversion is one of the strongest motivators in psychology.
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So instead of saying what they’ll get, show them what they’ll lose if they wait.

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→ “Only two client spots left this quarter.”
→ “Your competitors are already doing this.”
→ “Every month you delay is costing you 12k in rework.”

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Urgency isn’t pressure—it’s clarity.

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5. Don’t Just Add a CTA—Start a Conversation

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“Book a demo.” “Contact us.” “Hit me up.”

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That’s not a call to action. That’s a chore.

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Instead, pull people in.
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Ask a question. Invite reflection.

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→ “What’s this costing you right now?”
→ “Where do you want to be in 6 months?”
→ “What’s the one thing keeping you up at night?”

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People don’t convert because you gave them a button.
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They convert because something you said made them feel seen.

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Final Thought:

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If your message isn’t landing—it’s probably not the product.
It’s the emotional gap.

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Your pitch might be true.
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It might even be smart.
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But if it doesn’t make people feel why it matters… it won’t stick.
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And it won’t spread.

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Key Takeaways:

• Tell a story that mirrors your audience’s fears or dreams
• Use language that paints a visceral picture
• Speak to what your audience values, not what you built
• Create urgency by clarifying the cost of inaction
• Make your CTA feel like a conversation—not a command

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