Your offer is the key to your dream customer’s achievement.
The characters in your stories are trying to achieve success. Try as they might, they fail. It is not until they meet you, their mentor, that they receive the correct tools and succeed.
This journey of failing, then succeeding—the journey of achievement, is essential to tell. Why?
Your dream customers need to see another dream customer fail. Right now, your dream customer—who may or may not know you or your offers—is failing. They are trying, struggling, getting frustrated. They feel alone, and they are getting close to giving up.
Your dream customers need to see themselves in your stories if they are ever going to pay attention to you. Your characters initially need to be failing, so your dream customers establish a connection with them. If they see this initial failure, they will connect, empathize, and want to learn how the story ends.
It is not the achievement that is important initially, but the failure!
Failure is what your dream customer needs to see. Without the failure, there will be no connection.
Once your dream customers see and feel the failure—then it’s time to bring the success. When they see someone just like them succeed and complete their journey of achievement, what do you think that will do to your dream customers’ mindset about their own journey?
Your dream customers will trace the line of success they see in the story directly to your offer. They will see that success is now possible for them too—once they have your offer.
This journey of achievement—with its failures and successes—is what delivers on the promise of your offers.
The journey shows how success is possible, much more than any sales pitch or ad. The failures and successes of someone just like your dream customer are much more potent than anything we can say.
Tip: Show failure—then success—and the journey of achievement will deliver.
The Secret to Better Storytelling
The one critical idea you must master to write better stories—and it’s not what you think. Don’t try to write another story until you learn this one secret.
