The Zero Moment of Truth (ZMOT) occurs when a customer is consciously in the market for a particular product or service. This is that moment when an undecided customer who hasn’t already made the choice in their heart is most likely to search for information.
So online information definitely matters. But a great story can still win the day.
Your bond with a customer
will be built on emotion,
Although stories exist primarily to transfer emotion,
they’re excellent at communicating information, as well.
We use logic inside stories better than we do outside them. Leda Cosmides and John Tooby have shown that the Wason Selection Test can be solved by fewer than 10 percent when presented as a logic puzzle, but 70+ percent solve it when it’s presented as a story involving detection of social-rule cheating.