Storytelling Made Easy

Whatever your career or commercial endeavor, your job is always the same: you’re a problem solver.

. By skillfully addressing the questions, “What Happens?” and “When Does It Happen?” you ensure that your potential buyers will connect with your hero, root for that character through the entire story, and celebrate his or her victory

Story structure—or plot structure—determines the sequence of events in any story.

Whether or not a prospective customer or client or crowd takes action—whether they hire you or buy your product or follow your advice—is ultimately an emotional decision. So, the more emotionally involving your stories, the more successful you will be.

Whether it’s Romeo wanting Juliet, Winnie the Pooh wanting some honey, a stranded astronaut wanting to survive on Mars, or a chemistry teacher wanting to provide for his family by selling crystal meth, when we read or see these stories, we subconsciously become these characters as they pursue their desires

Character
Desire
Conflict

select a single success story or case study about someone who has benefitted from the product or service or process you are marketing, or that you believe will change people’s lives. (The chapter will give you a lot more guidance in how to do this

Once you do, creating success stories will actually be fun. And you’ll be able to transform the lives of a lot more people

In the pages that follow, I want to share with you a bottled version of this magic, so that you can change the hearts and minds of your prospects, and ultimately help them make buying decisions that can transform their lives.

Because film and television makers understand that the primary objective of any storyteller must be to elicit emotion