Jimmy "The Weasel"

max5ty · 07-11-2011, 09:43 PM

It was a little after midnight and I had just stepped into a little corner bar on the south side of town to get out of the freezing January wind...

...what had caught my attention was the old neon sign flickering and buzzing with most of the letters burnt out - all it said was “Ji––”, back in the “day” it had said “Jimmys”.

Hoping it was open, I turned the knob with my numb fingers, praying the door would open...

...I was in luck...

As I walked in, I was immediately struck not only by the smell of stale cigar smoke, but that the place looked straight out of the 50’s -

and for a brief moment as I rubbed my cold hands together, I could imagine what it must have been like to hear the big band sound coming from the now empty and quiet stage - I could picture the twirling ladies dancing with their dates on the now deserted and dusty dance floor - it must have been...

“What can I get for ya”

- an older gentleman was asking as he slid off his bar stool, seemingly startled to see a customer brave enough to venture out on such a cold night.

As he walked around behind the bar waiting on my answer, I noticed something very strange about him...

I later would find out his name was Jimmy “The Weasel” Miller.

Not an Italian as you may have guessed by the name, but he dressed and acted the part.

Big thick mob style glasses, hair slicked back with what must have been half a tube of brillo creme...and his whole appearance topped off with a cheap leisure suit and a big gold chain hanging around his neck - I could tell he had also seen better days -

I didn’t know it then, but what I would learn from him that night would change my life in a way I never thought possible...it will change yours too...

I was reading some WSO’s, as well as some sales letters in some of the sigs, and I was wondering, “Where are the stories?”

I’m 51 now, and after 25 years as a salesman and then a copywriter, one thing I realized early on was that a good story will never let you down - it will skyrocket your business like nothing else ever will.

People will throw away a boring ad. They’ll throw away a boring letter - but will almost always read a good story - it’ll get their attention and give you the chance to work your magic.

Before they know it, they’ll be searching frantically for a way to buy your product - which of course you’ll make easy.

Stories WILL sell. Stories WILL make you wealthy. Stories WILL allow you to achieve dreams you never thought possible.

It’s been said a million times before, but few get the point, tell stories.

I threw the above story together just to make a point - I would have to sit down and rework some parts and change some things to make it more interesting - weave it towards a sell, but it gives you a general idea.

Stories hold a persons interest.

There's always something about you or your customer or product that can make an interesting story.

Why aren't you telling stories?

Zanti · 07-11-2011, 10:23 PM

Great story and I couldn't agree more.

Reminds me of a little neighborhood corner store when I was a kid. You know, the kind you don't really see anymore. Right smack in the middle of my neighborhood, an old guy named Mike and his family owned the store.

Well I guess looking back Mike wasn't that old, maybe in his 50's, but for an 8 year old, he seemed ancient at the time.

I'll always remember June 14th, 1964, being in Mike's store on the day I learned ...

I love telling stories in my copy and in bog post. I'm looking to improve this part of my copy writing.

Thanks for the reminder Max.

Brian

Alex Cohen · 07-11-2011, 10:58 PM

In a sales piece, a story should make a point relevant to the reader's problem and trigger the pertinent emotion.

Just being interesting isn't enough.

Alex

benbro · 07-11-2011, 11:20 PM

Hi Max, what a great lesson/reminder. It never ceases to amaze me how powerful the written word can be. And when you combine written words with a powerful of heart felt story it magnifies the potency of both.

In fact I'd even be willing to step out on a limb here and say that a good story is so rare, especially today, whether you are looking for the story or not or whether its relevant to you or not-a good one will cut through the noise and get your attention.

DougHughes · 07-12-2011, 12:04 AM

Nice intro...that definitely got my attention and held my interest.

"hair slicked back with what must have been half a tube of brillo creme...and his whole appearance topped off with a cheap leisure suit and a big gold chain hanging around his neck"

Love it.

Hell yeah, stories sell. I was just talking to a buddy about this. We were remarking how well stories do in upping the price of ordinary eBay items.

Of course there are many examples of stories used in successful DR ads such as:

They laughed when I sat down at the piano...

Only Way for the Little Guy to Get Rich...

...etc

I've read some great stories from the Motley Fool Newsletter - things that made me want to jump on the whatever hot stock pick and become the next George Soros.

Actually, I was marketing some of my own products recently. First I had a kind of get it done fast letter - it converted, but not well. I took a day to write another including a story and it blew doors on the other.

Come on, everyone loves a good story.

07-11-2011, 09:43 PM	#1
max5ty HyperActive Warrior Join Date: Jun 2011 Location: USA Posts: 431 Thanks: 675 Thanked 352 Times in 140 Posts	Jimmy "The Weasel" It was a little after midnight and I had just stepped into a little corner bar on the south side of town to get out of the freezing January wind... ...what had caught my attention was the old neon sign flickering and buzzing with most of the letters burnt out - all it said was “Ji––”, back in the “day” it had said “Jimmys”. Hoping it was open, I turned the knob with my numb fingers, praying the door would open... ...I was in luck... As I walked in, I was immediately struck not only by the smell of stale cigar smoke, but that the place looked straight out of the 50’s - and for a brief moment as I rubbed my cold hands together, I could imagine what it must have been like to hear the big band sound coming from the now empty and quiet stage - I could picture the twirling ladies dancing with their dates on the now deserted and dusty dance floor - it must have been... “What can I get for ya” - an older gentleman was asking as he slid off his bar stool, seemingly startled to see a customer brave enough to venture out on such a cold night. As he walked around behind the bar waiting on my answer, I noticed something very strange about him... I later would find out his name was Jimmy “The Weasel” Miller. Not an Italian as you may have guessed by the name, but he dressed and acted the part. Big thick mob style glasses, hair slicked back with what must have been half a tube of brillo creme...and his whole appearance topped off with a cheap leisure suit and a big gold chain hanging around his neck - I could tell he had also seen better days - I didn’t know it then, but what I would learn from him that night would change my life in a way I never thought possible...it will change yours too... I was reading some WSO’s, as well as some sales letters in some of the sigs, and I was wondering, “Where are the stories?” I’m 51 now, and after 25 years as a salesman and then a copywriter, one thing I realized early on was that a good story will never let you down - it will skyrocket your business like nothing else ever will. People will throw away a boring ad. They’ll throw away a boring letter - but will almost always read a good story - it’ll get their attention and give you the chance to work your magic. Before they know it, they’ll be searching frantically for a way to buy your product - which of course you’ll make easy. Stories WILL sell. Stories WILL make you wealthy. Stories WILL allow you to achieve dreams you never thought possible. It’s been said a million times before, but few get the point, tell stories. I threw the above story together just to make a point - I would have to sit down and rework some parts and change some things to make it more interesting - weave it towards a sell, but it gives you a general idea. Stories hold a persons interest. There's always something about you or your customer or product that can make an interesting story. Why aren't you telling stories?

07-11-2011, 10:23 PM	#2
Zanti Brian Alexzander War Room Member Join Date: Apr 2009 Location: S.E. Michigan, Clem-Town, USA. 5 Miles from Lake St. Clair. Posts: 423 Thanks: 626 Thanked 224 Times in 77 Posts Social Networking Contact Info	Re: Jimmy "The Weasel" Great story and I couldn't agree more. Reminds me of a little neighborhood corner store when I was a kid. You know, the kind you don't really see anymore. Right smack in the middle of my neighborhood, an old guy named Mike and his family owned the store. Well I guess looking back Mike wasn't that old, maybe in his 50's, but for an 8 year old, he seemed ancient at the time. I'll always remember June 14th, 1964, being in Mike's store on the day I learned ... I love telling stories in my copy and in bog post. I'm looking to improve this part of my copy writing. Thanks for the reminder Max. Brian
	Brian Alexzander ~ Irie To The Highest - Respect "Irie"...the ultimate positive, powerful, pleasing, all encompassing quality/vibration *A Candle Never Loses Any Of Its Own Light... By Lighting Another Candle*

07-11-2011, 10:58 PM	#3
Alex Cohen Copy Champion War Room Member Join Date: Nov 2007 Location: Pennsylvania Posts: 1,001 Thanks: 45 Thanked 501 Times in 304 Posts Contact Info	Re: Jimmy "The Weasel" In a sales piece, a story should make a point relevant to the reader's problem and trigger the pertinent emotion. Just being interesting isn't enough. Alex

07-11-2011, 11:20 PM	#4
benbro HyperActive Warrior War Room Member Join Date: Apr 2011 Location: Kennesaw, Ga Posts: 139 Blog Entries: 1 Thanks: 44 Thanked 34 Times in 30 Posts Social Networking Contact Info	Re: Jimmy "The Weasel" Hi Max, what a great lesson/reminder. It never ceases to amaze me how powerful the written word can be. And when you combine written words with a powerful of heart felt story it magnifies the potency of both. In fact I'd even be willing to step out on a limb here and say that a good story is so rare, especially today, whether you are looking for the story or not or whether its relevant to you or not-a good one will cut through the noise and get your attention.

07-12-2011, 12:04 AM	#5
DougHughes Sells stuff War Room Member Join Date: Mar 2009 Location: Beverly Hills by way of Moab - Strange I know Posts: 176 Thanks: 48 Thanked 66 Times in 42 Posts Social Networking	Re: Jimmy "The Weasel" Nice intro...that definitely got my attention and held my interest. "hair slicked back with what must have been half a tube of brillo creme...and his whole appearance topped off with a cheap leisure suit and a big gold chain hanging around his neck" Love it. Hell yeah, stories sell. I was just talking to a buddy about this. We were remarking how well stories do in upping the price of ordinary eBay items. Of course there are many examples of stories used in successful DR ads such as: They laughed when I sat down at the piano... Only Way for the Little Guy to Get Rich... ...etc I've read some great stories from the Motley Fool Newsletter - things that made me want to jump on the whatever hot stock pick and become the next George Soros. Actually, I was marketing some of my own products recently. First I had a kind of get it done fast letter - it converted, but not well. I took a day to write another including a story and it blew doors on the other. Come on, everyone loves a good story.
	I write copy.