If you want speed to success in anything it’s almost ALWAYS best to follow a formula.
You can arrive at a relatively small collection of formulas and structures that you rely on, that virtually guarantee success time after time, with little or no change, even to the same audience.
In every newsletter, every month, I do three stories, and they’re all story-point-benefit, story-point-benefit, story-point-benefit. You’d think that people would catch on and get bored with that but do they? No. The opposite happens, they actually like it.
Every Law and Order, CSI, or going back a few years A-Team, episode is EXACTLY the same. The plot was the same, the people were the same, the only thing that changed was the location and particular crime or crisis of the moment, but the formula was exactly the same…EVERY week.
There are 22 mystery plots, but they built an entire series around just one! One works, why use two? “Screw it. Let’s use the same script outline; this week husband murdered, next week wife murdered, week after that baby sitter is murdered.”
Doesn’t make a difference, the plots EXACTLY the same. Perry Mason ran for 9 years on television with exactly the same structure every single episode; only the details were interchangeable. We’re fine with it, so you don’t need 20 or 30 formulas; you need one or two that’ll work.
The same thing works in sales letters, presentations, VSL’s etc… You speed up the process and increase your chances of success by writing to a formula.
One I use often is the one about my yard being on fire.
There’s some kind of exciting incident, something that sets the formula in motion. There’s a series of complications, things get worse. These some sort of crisis that climaxes. Then there’s a resolution to the story and of course then there’s the point that you want to make by the story.
There are really only four basic types of stories you’re always dealing with.
One is yours from personal experience.
Another is you’re telling a story about someone else’s experience.
The third is a parable; a story told kind of as fiction.
Then the last is a fable, like the rabbit and the tortoise is a fable. The best thing about the parable and the fable is that they don’t breed as much resistance immediately. The, “This is not for me,” resistance which we always have to counter in stories about real people, ourselves and others is much lower.
Bottom line is in anything you do, cooking, writing, growing a business, there are existing formulas for success. It’s not like you’ll wake up tomorrow morning and instead of putting on your pants you’re going to say, “Forget this…I’m going to learn how to make me a pair of these suckers.”
I think you’ll agree that that’d be idiotic.
That’s what many though try to do with their business. Instead of following proven formulas, virtually guaranteed to grow a business, people spend countless amounts of money, time and frustration trying to “learn how to make me a pair of these suckers.”
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