The conflict is problem to be solved. It’s reason there is a story to tell. What is need that your product or service fills? A character facing that need is your conflict in a nutshell.

In climax and resolution, your character’s problem is at it’s worst. Then along comes your product or service and makes it all right again. Your character is happy, and anyone listening will be, too if only they will do business with you.

You can use stories anywhere you use words to market your product or service. They especially make for great radio, television, sales letters and longer print ads. Many companies thrive on a series of radio ads built around one set of characters.

No matter medium, a little story goes a long way.

You have to see beyond your actual product or service and get to big promise you can make to your prospect. And, you have to make sure that promise connects with her core beliefs, feelings, and desires in all their complexities.

By time she’s finished with your lead, you’ve sunk a big hook into your prospect. Spend rest of your conversation reeling her in. Show her why your product delivers on that big promise. If you have room (in a longer sales letter, for example) you can pepper in some more benefits, but always come back to Big One. Let it be like a golden thread woven throughout conversation.

You catch more flies with honey, or so old saying goes. And you catch more prospects with a big, vivid promise in your lead.