Everyone wants the truth, right? Ask your spouse or your boss or your employees or your customers… they’ll tell you all they want is the truth.

But that’s a lie.

We hate the truth. Our reaction to real truth is hostility and fear. Do we really want to hear the truth about why we’re fat, or why we’re broke, or why our kids are under-achieving? Tough stuff to process for most. And yet telling the simple raw truth is one of the most effective attention and persuasion tactics available. Especially these days, with people sick to death of being lied to and betrayed.

But if people reject what you say, truth or not, you’re back where you started. Guys like Buddha and Jesus had this problem. The solution remains the same.

Tell a story.

About the Author: Brian Clark is Executive Editor of Copyblogger and co-founder of DIY Themes, creator of the innovative Thesis Theme for WordPress. Get more from Brian on Twitter.

If you’re ready to hear the truth on Durango real estate, how much you can afford, what your home is worth, and how to get the best deals, stay tuned!

Claudia