How a Nine-Word Story Sold Millions
One of the great business stories of all time is also one of the shortest.
Just nine words.
Here it is:
You can pay me now…
…or pay me later.
If you watched television in the 70s, you couldn’t miss those ads for Fram oil filters.
The broken car. The expensive repair. The mechanic saying all of this could have been avoided…
…if only you invested a few bucks in the right oil filter.
Great business stories look to the future.
They imagine how things will turn out for the customer.
If you buy our product or service, here are the GOOD things that will happen
…OR…
If you DON’T buy our product or service, here are the BAD things that will happen.
The key: Know what your prospects WANT to happen and what the FEAR might happen.
Car owners fear the huge breakdown that will cost a ton.
Fram knew car owners don’t want to pay the mechanic later.
And they told a story over and over and over again that helped them sell millions of oil filters.
Imagine your prospects’ futures and you’ll tell more powerful stories that inspire them to tune in, stay tuned, and act.
Want some help with that?
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