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Wall St. Journal Storytelling


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One of the greatest sales pages ever was for the Wall Street Journal.

It told a simple story.

One of two guys.

Each came from an average town.

Each went to an average college.

Each got an average degree.

Each had an average family.

Each had an average job.

But one guy had access to information.

Information that many others didn't.

And because of that information, that average person (with an average background and average education and average job) had extraordinary success.

The message, of course, was simple.

That even if you are average, if you have access to information, you can have extraordinary results.

But they never specifically said WHAT that information was.

The only alluded to this mysterious source of information.

And this was told through a very simple, very engaging, and very interesting story.

At the end of this story, there was a number to call to order the Wall Street Journal.

This sales page ran for TWENTY YEARS.

Why was it so successful?

One is it PACED the reader's experience.

Most readers are average.

Two is it let the reader come to the conclusion on their own.

It didn't say SPECIFICALLY, "If you buy the Wall Street Journal, you'll become successful!"

It let the reader come to that conclusion on their own.

And it made perfect sense.

Having access to information WILL help you be more successful.

This sales letter followed Dale Carnegie's golden rule of persuasion.

That you can get anybody to do anything so long as they believe it is their idea.

So when readers got to the bottom of that sales page, the decision to call and order the Wall Street Journal WAS their idea.

You'll find that the most successful sales letters are told in story format.

Story format allows you to pace your target.

And it allows you to follow Carnegie's advice.

Tell a story correctly, and they'll take whatever advice you want them to take.

All the while believing it is THEIR idea.

This doesn't only work in sales pages.

In fact, it works MUCH BETTER in off the cuff, spur of the moment stories.

Stories that DON'T start with, "once up a time."

Stories that DO start with, "That's like this friend I had..."

And away you go.

All you need to do is listen.

Pace their fears, pace their desires, and you'll get them to do anything.

Learn How:



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