I’ll tell you this in moment…
But first you need to know that it took me untold years to discover it, even though it was right in front of me ever since I can remember.
In my sophomore year at CU Boulder, I wanted to be a great writer, but I also wanted to save the world, so for my narrative writing class I wrote a piece that elaborately described this bizarre character, who went around doing bad and stupid stuff. But when I got back this assignment I’d proudly turned in the week before with just a single comment back from the instructor, I was baffled. All he said was, “Tell me a story!”.
Or did I just reveal the secret?
Tell me a freaking story!
Let me ask you a question; have you EVER been convinced, I mean really, honestly been convinced with a logical argument?
Do you have or know teenagers, especially boys? (sorry guys, it’s just true) Ever try tellin’ ‘em the facts about something you KNOW is right?
Nobody has ever been, will ever be convinced by arguing them into submission. In fact, that’s the whole key to selling – let the other person come to their own conclusions. Or as renowned sales trainer Brian Tracy reminds us, “A man convinced against his will, remains of the same opinion still.”
So how to do this on your web site, in your emails, on your videos…
Be punchy, edgy, pithy. Remember, brevity is the soul of wit and the key to powerful story telling.
Can you tell a joke?
It’s OK if you can’t – some of us couldn’t string together the details of a compelling story if we had a gun to our head and were given five minutes to live unless we spun a good tale.
But listen to great stand-up comedians, like George Carlin for instance. Every word has to earn its way into the story. Remove one word and the meaning is changed.
So tip #1, keep it brief – don’t ramble.
Highly paid California copywriter John Carlton says, “When most people tell a story, they take the attitude… ‘Hey sit back, stretch out, relax while I tell you a tale’. You can’t do that. When you interrupt somebody’s day, you better get to the point.” And on your web site, you’ve got seven seconds. That’s it baby. If you don’t capture my interest, I’m outta’ here!
OK, tip #2 – give it structure.
Every great story is three parts. Look at any good movie script. Shakespeare did this and he learned it from who, the Greeks, right? In essence, here’s what they all have:
1. The setup
2. A compelling, visceral plot
3. A point or punch line
So as Dan Kennedy, probably the highest paid copywriter alive today (or at least so he claims) says, “How do you learn to write? You write.”
Five minutes a day, first thing when you climb out of bed, before anyone else in the house is awake do this. “Tell me a story”. Write it down. Something from your own life – high school days provide lots of great material, but it can be anything. Make it pithy, give it three parts. Do it in five minutes or less for 21 days.
And you can buy me a beer with some of all the extra dough you’re gonna make in 2011.
