Selling is mainly about appealing to people’s feelings. According to research by Gallup, 70% of purchasing decisions are based on emotion. Harvard professor Gerald Zaltman, says it is a staggering 95%.

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Frankly, the real number doesn’t matter. Nobody is persuaded by facts and figures, and you won’t be either. But there is no doubt that whether you’re selling a fizzy drink or a luxury car, you need to appeal to your customers’ hearts.

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Multiply will build your brand by understanding the needs and dreams of the people you are selling to. And then creating a compelling story explaining how you will improve their lives.

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It won’t be a fairy tale. Think of it more as a romance.