A good story disarms your reader or listener. He forgets for a moment that you are trying to sell him something and instead relates with what is happening in your story. He connects emotionally with what is happening, and eventually (at end) with your product or service.

And he remembers what you’ve told him far longer, because stories stick with us much longer than facts. A good story speaks straight to heart and forges a lasting emotional connection.

Building a good story is not as hard as you might think. Even if you’re not a writer, you tell stories all time – about your day, about Aunt Rosie, about funny things your kids do.

Hopefully, you already have a good headline. The words that come after it are your lead, and it’s their job to sink hook into your prospect and keep her reading or listening until you can convince her that you are answer to her prayers.

Here you introduce your Big Promise. Not just another benefit, but Granddaddy of all benefits. The One that will reach down into her heart and stimulate some emotion. The One that taps into her core desires.

But you don’t just tell her how your widget will change her life. And you absolutely, positively, never talk about yourself or your company here. Here, you show her what it will be like when she’s experiencing that Big Benefit.