Dave Kotecki – The Persistent Networker

Your story is one of the most important things you’ll ever work on when it comes to attraction marketing. It’s how your prospects and future team members will get to know you. It’s where you establish common ground. It’s the beginning of building rapport.

Ok, so you’ve had a relatively dull life. Or have you? Aren’t there things that you’ve done that not everybody gets to do? And haven’t you had experiences whether good or bad that other people can relate to? I think you have. You’ve got to learn to look at your life through your prospect’s eyes.

Let’s say that you grew up where it snows in winter and you’ve had the opportunity to learn to ski. Lots of people can relate because they’e skiers. And a bunch more would like to learn, so they’re interested too. Same thing as if you were born on a coastline that has good waves.

You might be a surfer. The point is, that all of the normal, everyday stuff that you take for granted is something new and exciting for a lot of other people. So milk it.

But don’t just tell them about your life. Embellish the hell out of it.

For instance, don’t say:
“We went down to the beach and I tried surfing for the first time. It was fun.”

Booooorrrrrinnnng!

Instead, say this:
The first time I tried surfing is a day I’ll remember for the rest of my life. I’d wanted to get on a board for the longest time, but my big brother Jim would never take the time to teach me because he thought I would embarrass him. Today was the day. I was determined to ride my first wave.

When we got to the beach, we picked a good spot for the cooler full of ice cold beer and prepared to head out into the water. Just then, I looked up and saw a guy somersault through the air in a spectacular wipe-out. A knot formed in my stomach.

And so on.

See the difference? In the first example, you’re just giving boring, mundane details that tell what happened, but it’s not really a story.

In the second example, you make the story come alive with little details that bring your prospect right into the scene with you. You could certainly do better than I did in the example above if you just take the time to work on it. You want to take yourself back to that experience and relive it with words. Really feel what it was like. Then use your words to make your prospects feel it to.

Don’t worry about grammar. Don’t worry about proper sentences. Forget everything you were ever taught about how to write, because it’s all wrong. Writing to produce feelings that cause a prospect to take a specific action (aka, copywriting) is completely different from how you had to write in school to pass English. Your only objectives with your writing now are to make your prospect really FEEL emotions brought on by reading your words, and because of those feelings, take the action that you want them to take.

When it comes to writing good copy, nothing else matters.

You absolutely cannot do this if you’re worried about using proper English, grammar and sentence structure.

So screw all that and just lay it all out as if you’re talking to your best friend. But don’t forget to buff it out a little. Make it larger than life and twice as fun. If a prospect reads your story, and wants to try something you’ve described because you made it sound so interesting, even though they never would have considered it before, you’ve done your job well.

If you can make them feel those feelings and take the action you want them to take, you’ll make more money than you ever dreamed possible.

Bring them into your world. Show them what’s possible. Help them believe that they can do it too.

They’ll love you for it.
And they’ll buy all your stuff. And then they’ll tell their friends about it, so they can buy your stuff too. And on and on.

So work on your story telling. It’ll make you rich.