Some like to do the tell, then show. That’s a way you tell them what they’re going to get from it, but then you show it in action. So you can tell somebody simply, “This is going to improve your life if you get this today. It’s going to really make you a happier person.” Well, you just told them. You kind of forced it down their throat, and that creates an adversarial relationship because you’re telling them and trying to convince them, and they’re trying not to be taken.
Instead, you could give a story of somebody who used your product. “John was exactly where you are at. And he was pretty much at the end of his rope. He didn’t even believe this stuff was going to work, but on just a whim he tried it anyway. And then within 7 days John started noticing an improvement in his demeanor. He was happier; he was more jolly to be around. And, in fact, he started getting invited to places he normally wasn’t getting invited to simply because he had more of a magnetic personality.”
See, then you can fill in the details. So you’re selling all the benefits there, but you’re not telling them. You’re not coming out and saying, “You’ve got to get this. It’s going to improve your life. I’m hard-selling you and beating you over the head,” but you’re just showing them. “Look at John. John did all this great stuff.” So stories show instead of tell, and that’s very, very important. Think about it if you’re watching a movie. Do they say, “There’s John. He’s this big, mean biker dude. Watch out for John. He’s a tough dude.” They don’t even say anything. They don’t even have a narrative usually. Usually John pulls up in his big old hog. Vroom, vroom. He’s got the bandanas, the tattoos on, and just a mean snarl on his face. So they’re showing you through actions that John’s a bad dude instead of just coming out and telling you.
And that’s how you use stories to show people and demonstrate things through action instead of just telling them. And that’s why it’s such a great tool for persuasion. And I think without fail with maybe a couple exceptions, all my sales letter have stories. And that’s the default setting that I try to give everything in a story format. And stories are just really great for selling people simply for the fact is that it engages them; you can show instead of tell them; and then you can give them all sorts of information that will heighten their ability to say yes.