ONCE UPON A TIME…
There was a character named Hunt. Pretty much an everyday guy. Nothing special at all.
I’ll call Hunt the reluctant hero.
Hunt had a problem, but he didn’t know how to solve it. And he was discouraged. Overwhelmed. Frustrated. And getting depressed.
But then he met a guide (a mentor) who gave him a plan.
This plan called the reluctant hero to action.
The plan was good, damn good…
But it didn’t go smoothly.
Not one bit.
There were dark moments…
Major conflict along the way…
Seemingly insurmountable obstacles…
Many times Hunt considered throwing in the towel…
Calling it a day…
Where the strength came from, he didn’t know for sure. But quitting just didn’t seem like the right thing to do.
Perhaps it was something his parents instilled in him as a toddler. Hunt didn’t know for sure.
He had a loving family…
And he felt that it was his God given responsibility to protect them, no matter what…
And to give his kid what he didn’t have growing up.
To provide freedom for his amazing wife who stood by him through all the shit…
The painfully low moments…
And when “friends” pointed fingers and said, “Hunt, you’re crazy, man! Be realistic. You’re no hero dude!”
He dug deep!
He found strength he didn’t know he had…
It produced positive momentum…
Small wins turned into bigger wins…
Soon his “friends” were asking him, “WTF man! Can you show me what the hell you’re doing!?”
Success, ultimately, was inevitable for Hunt.
Looking back, he wasn’t the same person as when he started his crazy journey, a year earlier.
The hard knocks had tempered and fortified his drive, his passion, his self-confidence and clarity to do something that truly matters.
Still with me?
I thought so.
Here’s why you’re still reading…
I’ll give you the secret right up front…
It has the power to move hearts, minds (and wallets). In many ways, it’s like magic.
Here’s the other big secret…
Story-based marketing is the perfect (emotional) delivery vehicle for your marketing message, to communicate to your sphere of influence how your ideas and products translate to value for them.
A few months ago I was given access to a unique training program (like nothing I had ever been exposed to before).
It really resonated with me because the approach was so authentic.
I want to share this with you.
I know you’re going to love it.
But more tomorrow. :-)
In the email I sent you yesterday I told a little story.
It engaged you enough to pull you through the email, from beginning to end.
STORY told well has the almost magical ability to connect deeply and emotionally with the reader.
It can produce a deep visceral feeling.
It can move hearts.
And it can drive people to open wallets and purchase.
Get good at bottling up your marketing message within a story that evokes an emotional response…
… and BOOM! You win.
You’ll attract better people into your fold.
And you’ll earn more money with less effort as a result.
Last year I connected with Andre Chaperon, the guy behind an email marketing product called AutoResponder Madness. Perhaps you’ve heard of it.
A few years back Andre came to the realization that the better he got at injecting “story” into his marketing, the more money we earned…
And the “quality” of his customers and clients (dramatically) increased.
So he decided to get better at storytelling by hiring a story coach.
But not just any old coach.
He only went and hired the same dude who has worked with Will Smith on I AM LEGEND, HANCOCK, THE KARATE KID and the soon to be released SUICIDE SQUAD.
Same guy who has consulted on scripts for films starring Julia Roberts, Tom Cruise, Reese Witherspoon, Morgan Freeman and Tom Hardy.
His name is Michael Hauge. And he’s considered one of Hollywood’s top story experts.
Andre and Michael ended up collaborating on a product together, called Story for Marketers.
It’s this product that I went through a few months ago.
And it’s brilliant.
Andre is considered by people like Ryan Deiss, Perry Belcher & Vishen Lakhiani to be the one of best email writers on the planet.
And Michael is considered to be one of the top go-to story consultants in Hollywood.
Combining these two unique skill sets into one product, has created one of the most unique products I’ve ever been exposed to. Ever.
It’s how you, as a marketer, consultant, or stage presenters, can “inject” the power of story into your marketing.
You can thank me later.
In the past two emails I’ve given you a dose of something different.
I’ve used story as the delivery vehicle of a marketing message that I wanted to expose you to (because it’s in your best interest, and will earn you more money).
I asked Andre what were the big lessons he learned from his storytelling mentor.
Andre said to me that the three core basic components you need in any story worth telling, are:
1.) There needs to be a HERO (protagonist)…
(This can be you, if you’re telling you own origin story, or your customer as the hero, through a case study.)
2.) Who has a DESIRE (clear and specific visible goal)…
3.) And encounters CONFLICT (seemingly insurmountable obstacles).
Andre said, “That’s your basic framework of a story.”
It still seemed a little conceptual for me, though.
I was still wondering how these three points translate to a real marketing scenario.
So I asked Andre if he had an example I could share with my audience.
“Sure.” was Andre’s response. And went on to tell me this:
“Few months ago a friend, Ryan, sent me this story snippet…”
We were sitting on the beach in Aong Nong, Thaliand.
A paradise for couples.
The skyline was glimmering with yellows, reds, and orange hues.
Alice and I had finally managed to unleash ourselves from the 9-5 slavery.
It was so much easier than we imagined.
4 months traveling through Asia proved we had a business that could be run from anywhere in the world.
Laos, Thailand, Bali, Philippines, and Taiwan all taught us one major lesson: We had a winning formula (among many other things)…
A laptop, our words, a podcast, and a few outsourced “employees” to make everything work.
It was glorious.
Do you see the issue in the story above?
Which of those three core story elements is missing?
A buck gets ten that Michael would probably pull you up on this part (I’ve copied him)…
“It was so much easier than we imagined.”
It’s too early.
Way too early.
It takes away from the suspense and drama of this situation, which is the most important part because you want to grab their ATTENTION and suck them in, emotionally.
It wasn’t easy (shouldn’t be, even if it was).
“It was F#CK$NG HARD and we almost lost everything, including our relationship – but…”
Then lead into the DRAMA you went through to get to where you are now.
Then Michael Hauge responded a couple of hours later…
I pretty much agree with Andre. EASY is deadly in a story; CONFLICT is what creates emotion. If you tell a story about trying to take an easy path to a goal and it DOESN’T work, that could be a great story – because it leads us to greater conflict.
Your opening might work if you’re painting a picture of the new life you’re living having followed the path (or after using the product) that you are recommending. But in that case, the first four sentences would suffice, then you segue (as Andre suggests) into some version of…
“But the journey that led us to that beach was long and often painful, until we learned the key to achieving real intimacy/freedom/wealth (whatever it is you’re selling or recommending).
But before I get to that, let me tell you where we were just 18 months ago…”
And then you paint a picture of the life you were living and the struggles you faced (struggles FILLED with conflict) that ultimately led to this transformation – the SETUP of your story.
Hope that helps…
See how that works?
I’ve learnt so much from their training.
Michael teaches his 12 step framework that anyone can follow to build out their own story-powered marketing messages.
You’ll love it, I’m pretty damn sure.