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Welltold stories
have entertainment value. They can build anticipation, as prospects have to
keep reading to find out the ending. They can build rapport with prospects,
especially if you're sharing experiences with which they can relate.
For me, the most important swift member 2.0 review is that stories are another way you can
convey the lessons and points you want to make. For example, for my
imaginary dating product for men, I listed one of the possible points of
agreement as the idea that “men and women are different.” I could talk about
that using “straight talk”, but another way of establishing this point might be
to recount a story or experience in which men and women typically respond
differently to something. The story could be used to make or reinforce the
point. In this chapter, I'm going to show you how to use stories to make points,
and also discuss the different types of stories you can use.
By the way, stories work best for problem solving products, especially when
the product is tackling human flaws. For example, a “weight loss” product has
to deal with several possible human flaws, including not having enough
willpower, being drawn to “bad” foods, and plain old laziness.
GETTINGáTOáTHEáPUNCHLINE Just like jokes, the stories you tell in your copy should have good punchlines.
While the punchline in a joke is designed to get a laugh, your story's punchline
should be designed to make a point, to convey a lesson to the reader. Unlike a
joke, you can get to the punchline either at the start or the end of your swift member 2.0 review.
Let's look at the Roadmap I set out earlier, for my imaginary dating product for
men. The Roadmap started off like this...
Introduce the problem. What goes wrong? [examples]
It's not about looks etc. [story of “my friend Bill” to illustrate]
It's about confidence, awareness, knowing what to do or say etc.
Earlier on I got to the point about “it's not about looks”, and in the Roadmap I
indicated to myself that I could recount a story about my friend Bill, that
would illustrate my point. I'll take the copy further now. In the example below,
I make the “it's not about looks” point first, and then use my friend Bill to
illustrate my point.
Truth is, it isn't really about looks, height, money... or any of the things
“society” and “the media” say it is.
Sure, those things can give you an advantage. If you look like Brad Pitt,
you're obviously going to attract women without much swift member 2.0 review.
But most men don't look like Brad Pitt.
And I've seen fairly ugly guys with stunning women hanging on their
arms. In those cases, most guys assume, “Oh... then he must have money.”
That's not always true either. Let me tell you about my friend Bill.
Bill didn't have money. He worked a late shift at Walmart, and only just
managed to pay the bills each month.
As for looks... well, I know he wouldn't mind me telling you he's nothing
special in the looks department... a fairly short 5 foot 4 inches... skinny...
glasses... definitely no Brad Pitt.
Yet he has no problem meeting and dating beautiful women.
We were in a bar recently in Manhattan, New York... chatting with each
other at the bar, when our eyes strayed over to a group of three stunning
women sitting at a table in the corner.
I was about to comment to my friend about how lovely they looked, but
before I could open my mouth, Bill had already got up and was strolling
casually over to them!
A few years ago I might have rolled my eyes, but not any more. I know
that when this happens, chances are, I'm about to witness some magic.
Sure enough... within about a minute they were smiling, laughing and
one of them was playfully touching his arm.
Ten minutes later, he came back to me, grinning like a Cheshire cat, with
three pieces of paper and a telephone number written on each. “I won't
be able to meet you after work tomorrow,” he apologized. “I have a new
hot date.”
What was his secret? Did he flash a wad of money at them? Was he
wearing some superpheromones that drove women wild?
No. It was
much simpler than that. It was, in fact, the reason we became good
friends. Two years earlier, I was a TOTAL MESS when it came to women and
dating...
OK, let's stop here for now. Notice at the end of this anecdote how I've opened
up the way to be able to tell my “before” story. This is a bit earlier than in my
Roadmap, but the Roadmap is just a guide. You don't have to follow it exactly.
Let's talk about what I've written here. First I started off with the point I
wanted to make. Then I first threw in a “nugget of logic”. Yes, if you look like
Brad Pitt it's going to help (acknowledging that “looks” aren't a totally
insignificant factor), but it isn't everything (because most people don't look
like Brad Pitt). It's one of those things they can't easily argue against. I gave an
example of ugly guys being with beautiful women, and I again acknowledged
the possible objection that it might be because of money.
Then I talked about Bill, using him as an example of someone who didn't have
looks, money or height on his side; and I shared an anecdote to illustrate how
he was able to easily and confidently approach a group of attractive woman
and get a date.
In the Roadmap, I intended to get into the point about “confidence”, but when
it came to actually writing the copy, I decided to talk about how I met Bill, and
get into my “before” story, saving the discussion on “confidence” for a bit later,
perhaps as one of Bill's revelations that helped
me to get the results I wanted.
Now, in this instance, I
started with the “punchline”, and then justified it. I
could have saved the punchline until the end. I could have talked about Bill,
and then said, “Truth is, it's not really about looks” and so on. What matters
here is that I used the anecdote to establish the point, to convey the lesson
that “it's not about looks etc” (the point I needed to establish, based on the
Roadmap).
Every good story has a storyline, a kind of overall theme that runs throughout
the story. For example, if we had to sum up the storyline for
TheáLordáOfáThe
Rings by J.R.R. Tolkien (the second bestselling novel ever written, with over
150 million copies sold), it would go something like this:
UnlikelyáheroáFrodoáBagginsástumblesáacrossáaáringáofáunimaginableápower.áThe
“enemy”áwantsátoágetáholdáofáthisáringáforáitsáownádarkáends,ásoáouráheroáFrodoáis
chargedábyá“theágoodáguys”áwithátheádestructionáofátheáring,áwhichámeansáaálong
journeyáintoátheálandáofátheáenemy.áDespiteátheáoddsábeingáagainstáhim,áhe
eventuallyámakesáit.áTheáringáisádestroyed,áMiddleáEartháisásaved,áandáheácomes
backátoáaáreluctantáhero'sáwelcome.
Now look at the following three main storylines you can use in your own copy,
and see how this compares. By the way, I credit marketing genius Frank Kern
for identifying these three main storylines:
1.áUsáVersusáThem
Every good story has an “enemy”, which the hero either has to fight in some
way, or which is opposed to the hero succeeding on their quest. Your sales
letter is the same. You and your reader want to share a common enemy. This
allows you and the reader to bond. It becomes you (who wants to
help the
reader) and them teamed up together, versus the “enemy” who wants to
hinder them getting the results they want (and deserve). You're on their side,
and you can pin the blame for the reader's problems on the “enemy”.
“It's not
your fault. It's them... [the enemy]”
This goes back to the reasons why they haven't yet solved their problem.
What's stopping them? Who or what is hindering them? Why don't your
prospects already know the truths you're about to reveal to them? Who or
what is perhaps concealing this information from them? What vested interests
are out there, that might not have the reader's best interests at heart... and
why?
In the copy I've written so far for my imaginary “women and dating” product, I
said that their problems stemmed from “the media”, “society”, and “wellmeaning friends and family”. For the purpose of this sales letter, these become
the common enemy. It's not the prospect's fault he's a failure with women... it's
that of “the media”, “society” and “wellmeaning friends and family”, and the
bad advice they've been giving to the prospect, and the bad role models put up
by the media. In the case of “wellmeaning friends and family”, they haven't
necessarily been hiding the truth from our prospects, they've just been giving
out misguided information. Let's think of enemies for other types of products. In the health and fitness
niche, the “enemy” could be the government, the FDA, drug companies, the
health and fitness industry, the media, health and fitness magazines, and so
on.
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