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	<title>Internet Marketing Blog &#124; Jesse Kanclerz &#124;  Rochester, NY &#187; emotions</title>
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	<link>http://www.jessekanclerz.com/blog/</link>
	<description>Marketing advice for running your business.</description>
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		<title>The Power Of A Captivating Yarn</title>
		<link>http://www.jessekanclerz.com/blog/2008/05/the-power-of-a-good-yarn/</link>
		<comments>http://www.jessekanclerz.com/blog/2008/05/the-power-of-a-good-yarn/#comments</comments>
		<pubDate>Sat, 10 May 2008 14:35:20 +0000</pubDate>
		<dc:creator>Jesse</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Consumer Behavior]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[emotions]]></category>

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		<description><![CDATA[Tell me which of these is more likely to move you to action?
It is reported that over $17 billion is spent and tens of thousands of deaths occur each year resulting from medical error alone. One of the most common medical errors and a top priority for quality initiatives is inaccurate diagnoses – estimated to [...]]]></description>
			<content:encoded><![CDATA[<p>Tell me which of these is more likely to move you to action?</p>
<div class="clean-gray">It is reported that over $17 billion is spent and tens of thousands of deaths occur each year resulting from medical error alone. One of the most common medical errors and a top priority for quality initiatives is inaccurate diagnoses – estimated to be 15% of all diagnoses. What if you could reduce these errors by providing your clinicians with a multi-use, visual diagnostic tool without the hassle of cross-referencing multiple text books? VisualDX is shown to increase diagnostic accuracy 124%.</div>
<p>or&#8230;</p>
<div class="clean-gray">Jason Bernard is an internal medicine attending at Strong Memorial Hospital. In between completing a cardiology fellowship, supervising a frantic flock of medical students, and butting heads with residents, he valiantly attempts to greet each patient by their first name.</p>
<p>One morning, after pulling a grave yard shift Dr. Bernard was explaining a cardiac catheterization procedure to Steve Wallis, a patient, when he noticed a scaly rash on Steve&#8217;s arm. Initially, Dr. Bernard shrugged it off as eczema, but then he noticed Steve also had slightly enlarged lymph nodes.</p>
<p>Deciding to enter his patient&#8217;s history, and symptoms into VisualDX, within seconds Dr. Bernard narrowed the diagnosis down to two possibilities: benign eczema or T-cell lymphoma, a skin cancer whose early symptoms mimic eczema. To rule out the latter option, Dr. Bernard took a skin biopsy of Steve&#8217;s rash, sending it to a dermatologist for review. The results came back positive for T-cell lymphoma, but fortunately for Steve they caught the disease early before it spread to his internal organs.</p>
<p>Here&#8217;s what Dr. Bernard had to say about that particular diagnosis,<q>Each day I make thousands, often instant decisions that affect the lives of my patients and their families. Years of formal education, and practical experience are my foundation, but I&#8217;m grateful VisualDX is there to fill in the inevitable gaps.</q></div>
<p>Call it a hunch, but I bet more people will be inclined to buy VisualDX after reading the second blurb. To help explain why, an MIT professor, <a href="http://www.predictablyirrational.com/?p=235&amp;date=1">Dan Ariely</a>, says it best, <q>we are called into action by emotions &#8211; we see a cute toddler in trouble, and our hearts go to her but numbers and statistics numb our emotions and reduce our motivation to act.</q></p>
<p>The implication for marketers is clear. The power of a riveting story is more likely to evoke visceral emotions and spur the reader to action. A captivating yarn beats hard facts any day.</p>
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