1 It creates "I want that". Your reader doesn't know what you do, doesn't care, just wants the outcome.
2 Your reader sees himself in a similar situation, therefore it becomes real to him.
3 A person needs to be taken out of his comfort state to a uncomfortable state in order to
buy. Think my Tipping Point. The way these stories are told
changes a person's state.
4 Your reader or listener's miser brain let's you in, because each
part of the structure is short enough
to be fully taken in.
5 Your need to convince, persuade and manipulate is gone because
your reader has mentally said, "I want whatever they are having".
Here's how to create your own
1 Start with a beginning when the person was in dire straights.
Example: "Ken the new web designer was down to his last 3 weeks
of rent money and no clients when he came to me."
2 The end. Tell the outcome as short as possible using numbers
in the form of time and money are ideal.
Example: 3 days later clients had booked $25,000 worth of work
Here's how it looks when the beginning and end are joined...
"Ken the new web designer was down to his last 3 weeks of rent money
and no clients when he came to me. 3 days later clients had booked
$25,000 worth of work with him."
NOTE: Leave out a middle in your story. The miser brain tunes out
if you do that.
A German sales trainer to retail stores just couldn't get heard by 7
retail chain decision makers. He get's all 7 of them together for the weekend
and walks out with $200,000 worth of contracts with all 7 of them.
He created his own stories of client outcomes the same way I showed you.
Plus he never let on what he did for them which produced the results until
they were nearly begging to know.
That was the second key.
That created the uncomfortable state I earlier said in number 3.
The same people were comfortable before and he couldn't get through to them.
Doctor E. Vile