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That's it!
Principle-story, principle-story, principle-story.
You can take ANY subject and break it down this way.
You're making it easier on
readers, too. They don't have to wade through a long involved tale. With this method, you cut right to point. You say, "Here's what I believe," and then you use a story to explain why you believe it.
The book from forties that I'm referring to was "How to Develop Your Executive Ability" by Daniel Starch. I'm using it as an example of this two-step formula, and not necessarily urging you to run out and find a copy (it's out of print, anyway).
I just pulled book off shelf and opened it at random. I'm looking at chapter titled "Putting New Ideas to Work." It begins with a statement: "Write them down at time they come to you."
It then spends four paragraphs giving lively quotes from Tolstoy, Darwin, and Robert Louis Stevenson about importance of writing down your ideas when they come to you.
If you just write down your message or key point, it will sit on page in a lifeless, very un-hypnotic way. If you want people to remember message, if you want them to install message in their skull, then tell a story that illustrates it.
Your stories don't have to be classics of literature. A relevant quote can bring a statement to life. Stories from other people can bring your message to life. But most powerful and memorable of all are stories from your own experience.
I just flipped open Starch's book to chapter twenty-four, on "Turning Bad Breaks Into Opportunities." Right off bat there's a statement: "Resolve not to be downed by failure."
And then follows a page and half of stories about people who were in accidents and went on with their lives, including a quote from Cervantes and John Bunyan. This supportive material awakens your message in reader's mind.
You might notice that I just used this very technique to write this chapter. I told you there was a two-step formula for writing anything. Then I illustrated two steps with stories from my clients, and with a story about book that gave me idea.
This "two-step" works!
The next time you have to write something, remember: principle-story, principle-story, principle-story.
It's easiest way to write anything!
Joe "Mr. Fire!" Vitale, regarded as one of the world's most powerful copywriters, is a best-selling author of marketing books and courses, including "The AMA Complete Guide to Small Business Advertising," Nightingale-Conant's audio program, "The Power of Outrageous Marketing!" and "Create Advertising That Sells."
