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• Long before I became an A-list copywriter, I kept hearing from all the greats that "story sells." The only problem was that when I tried to tell a story in my sales message, it didn't work.
• I liked my stories, but they never seemed to move my prospects any closer to the sale.
• In fact, when I was in college, I'd taken a class on writing modern short stories.
• I had my head handed to me by the instructor, because, he insisted, "Readers today just wouldn't give this story the time of day." I knew there was a huge disconnect between how I used stories, and how the real pros did it.
• I thought... "If only I could close that gap and figure out how to effectively use stories in my marketing and selling messages, I'd have the keys to the kingdom." And so I spent nearly a decade learning, testing, refining, and perfecting the use of stories in selling.