Now mind you, I’ve heard this conversation a million times and usually the husband gives his wife a concerned look after a response like that, saying something like, “I know, but if I’m not here I want you to know what to do.” Usually, that discussion ends there and the meeting progresses as normal.
Not this time.
John barked back harshly, “Dammit Mary, this is important! You’ve got to stop saying that and start figuring this stuff out.”
Mary’s glance at John clearly implied that this was not the time or place to have this conversation, but that didn’t deter John. He was on a mission to make sure his wife “got it.”
Again, it’s simply a matter of adding perspective to real-life situations through the use of characters who reflect the circumstances clients are in or help them resolve concerns before the concerns become problems.
As I demonstrated here, the opening of your story needs to draw people in as you introduce the characters and the problems they face. Once you have their interest, you have to keep them wanting more. This can be done by promising them actions they can take that will save them time and money or spare them heartache. For example, my e-mail ended like this:
“Join me for Episode 2 tomorrow, where I reveal the epiphany that changed the way I do business and the one thing you need to do before you turn in your retirement paperwork.”
Or, in the case of the husband and wife investing scenario:
In the next segment, I’ll introduce you to my No. 1 tool that helps couples manage their assets together like never before.
Each succeeding episode or chapter should build on the previous ones and should include two other components: useful information that the clients can apply to their situations right away and specific action steps they can take.