Hey You,

WAY more people will be able to hear your marketing message if you use what you learn today in this post

 

It’s Lewis aka Nerd #2.

Have you ever heard Dan Kennedy say that “Think and Grow Rich” is one giant salesletter in any copywriting course of his?

He’s said more than a few times and what he means by it is that it’s full of stories that reinforce the need for what he teaches. Obviously, just this lil’ ole book can’t solve all your personal development challenges – but if you were to work one on one with him and were able to ask any question of him you’d like, THEN you’d be able to overcome your obstacles.

Or, if your team in the office needed some “motivation” in finding their drive, setting goals, and reaching their full potential, maybe he’d be the guy who could set their ass on fire.

And people who were serious about solving their problems and felt he had answers sought out all of his other products and sought out his personal services and turned him into a millionaire.

All on the back of story after story and little exercises at the back of each chapter grouped together as a 238 page stealth sales letter. Arguably one of the best stealth sales letters ever written – profiting decade after decade after decade.

Here is THE magnificent story at the start of the book that is responsible for sucking millions of people like you into this stealth sales letter . . .

The Child Who Mastered a Man

Shortly after Mr. Darby had received his degree from the “College of Hard Knocks” and had decided to profit by his experience in the gold mining business, he had the good fortune to be present on an occasion that proved to him that “No” does not necessarily mean no.

One afternoon he was helping his uncle grind wheat in an old-fashioned mill. The uncle operated a large farm on which a number of colored share-crop farmers lived. Quietly, the door was opened, and a small colored child, the daughter of a tenant, walked in and took her place near the door.

The uncle looked up, saw the child, and barked at her roughly, “WHAT DO YOU WANT?”

Meekly, the child replied, “My mammy say send her fifty cents.”

“I’ll not do it,” the uncle retorted, “now you run on home.”

“Yas sah,” the child replied. But she did not move.

The uncle went ahead with his work, so busily engaged that he did not pay attention to the child to observe that she did not leave. When he looked up and saw her still standing there, he yelled at her, “I TOLD YOU TO GO ON HOME! NOW GO, OR I’LL TAKE A SWITCH TO YOU.”

The little girl said, “Yas sah,” but she did not budge.

The uncle dropped a sack of grain he was about to pour into the mill hopper, picked up a barrel stave, and started toward the child with an expression on his face that indicated trouble.

Darby held his breath. He was certain he was about to witness an assault. he knew his uncle had a fierce temper.

When the uncle reached the spot where the child was standing, she quickly stepped forward one step, looked up into his eyes, and screamed at the top of her shrill voice, “My mammy’s gotta have that fifty cents!”

The uncle stopped, looked at her for a minute, then slowly laid the barrel stave on the floor, put his hand in his pocket, took out half a dollar, and gave it to her.

The child took the money and slowly backed toward the door, never taking her eyes off the man whom she had just conquered. After she had gone, the uncle sat down on a box and looked out the window into space for more than ten minutes. He was pondering, with awe, over the whipping he had just taken.

Mr. Darby too was doing some thinking. That was the first time in all his experience that he had seen a colored child deliberately master  an adult white person. How did she do it? What happened to his uncle that caused him to lose his fierceness and become as docile as a lamb? What strange power did this child use that made her master of the situation? These an other similar questions flashed into Darby’s mind, but he did not find the answer until years later, when he told me the story.

Strangely, the story of this unusual experience was told to the author in the old mill, on the very spot where the uncle took his whipping.

The “Yes” Behind the “No”

As we stood there in there in that musty old mill, Mr. Darby repeated the story of the unusual conquest and finished by asking, “What can you make of it? What strange power did that child use that so completely whipped my uncle?”

The answer to his question will be found in the principles described in this book. The answer is full and complete. It contains details and instructions sufficient to enable anyone to understand and apply the same force which the little child accidentally stumbled upon.

Keep your mind alert, and you will observe exactly what strange power came to the rescue of the child. You will catch a glimpse of this power in the next chapter.

Somewhere in the book you will find an idea that will quicken your receptive powers, and place at your command, for your own benefit, this same irresistible power.

The awareness of this power may come to you in the first chapter, or it may flash into your mind in some subsequent chapter. It may come in the nature of a plan or a purpose.

Again, it may cause you to go back into your past experiences of failure or defeat and bring to the surface some lesson by which you can regain all that you lost through defeat.

After I had described to Mr. Darby the power unwittingly used by the little colored child, he quickly retraced his thirty years of experience as a life insurance salesman, and frankly acknowledged that his success in that field was due, in no small degree, to the lesson he had learned from the child.

Mr. Darby pointed out: “Every time a prospect tried to bow me out without buying, I saw that child standing there in the old mill, her big eyes glaring in defiance, and I said to myself: ‘I’ve gotta make this sale.’ The better portion of all sales I have made were made after people had said, ‘NO.’”

He recalled, too, his mistake in having stopped only three feet from gold. “But,” he said, “that experience was a blessing in disguise. It taught me to keep on keeping on, no matter how hard the going may be, a lesson I needed to learn before I could succeed at anything.”

Do You See How You Could Use This Story In Your Business Writing?

I can’t think of anyone I know who doesn’t want to be powerful in the face of the scariest circumstances.

This passage, modified only slightly can be directly useful for implying you’ve got the answers to what scares the hell out of your prospects and customers.

It’s an example of story that could have multiple meanings discovered – customized to your benefits you offer.

For instance, recently I was consulting with one of our superstar clients who’s in the business of teaching physical therapists, masseurs, and chiropractors a pain relief technique that can melt away a clients pain in 1 or 2 visits.

This “Child Who Mastered A Man” story told to this market with the theme and punch line of…

“YOU Mastering the MAN – the government with Obamacare in hand coming at you with the political equivalent of a gun and telling you that you better pay for their protection or else – and YOU standing up to them, telling these goons wearing Gucci loafers and comb overs to go fuck themselves in the ass because now you’ve got a skill that consistently brings you patients which allows you to convert to a cash practice that doesn’t need to suck on the system’s referral tit.”

Or something like that.

A little creativity and you’ll be able to plug this story into a newsletter or a an email promo or a launch video/sales letter you put in front of people you want to influence. Have fun with this.

And if you want to see another example of an awesome way to use the power of story in your marketing, go see this post here . . .

Talk soon,

Lewis aka Note Taking Nerd #2

PS. And if you’re looking for the mecca of using stories like this in everything you write so that you can become the person who has customers pledging allegiance to you for YEARS, go see these marketing notes here on Dan Kennedy’s Influential Writing Seminar here . . .

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