In short, crafting compelling, honest stories that resonant core values in action is a skill worth learning by any leader, manager, sales executive, or parent.

In his best-selling book Story: Substance, Structure, Style, and Principles of Screenwriting, Robert McKee, world's best-known and most respected screenwriting lecturer, argues that stories "fulfill a profound human need to grasp patterns of living-not merely as an intellectual exercise, but within a very personal, emotional experience." Or as USC leadership guru Dr. Warren Bennis states, "Man cannot live without story any more than he can live without bread." What's point you want to make at your next meeting? Is there a story that can be crafted to that point-not a sermon to be intoned?

Who has used your product and reported a wonderful story that came as a result of that product? Or did you even say, "Tell me a story…"

What stories are told in coffee room about what it is like to work where you are? What contribution could you make to this story that could improve ending?

What future do you want? Create a story about it.

Remember, people are not inspired to act by reason alone. The heart holds hands with head.

© 2003 by Eileen McDargh. All rights reserved

4. Capture Email Addresses I don't need a web form on my site offering something for fr*e to capture email addresses so I can put them through an autoresponder and increase my sales. And I definitely don't want to capture email addresses by using popups and alert boxes. That stuff is not for me.

5. Call To Action I don't want to tell people what to do on my website. I don't want to appear pushy. Why should I have a "Click Here To Order Now" link. It's too much of a hassle. They can figure out how to do everything for themselves.

There you have it. Follow this formula like I did in beginning and you too can get zero sales from your website!

Now, all five things I just mentioned are basics. Start with basics first and build from there and you should be well on your way to building a profitable website.

And don't forget power of words!

Remember that lemon?... Yuck, my mouth is watering again.