How to sell your story

by Kevin

in Copywriting,online marketing


Yesterday’s post about Jimmy Fallon’s Tonight Show debut and the story formula he used to win the audience was one of the most popular posts in Edge history. (Thanks a ton for all your shares and comments!)

In the post I mentioned that all business owners and marketers should be using the same formula to properly introduce ourselves to our own audiences. A slew of people wrote me to asking if I could share specific examples of how an internet marketer could use what I call The 60-Second Sales Hook for their offers.

I’m happy to oblige.

And it’s important stuff because in today’s market nothing matters more than telling a strong and consistent story. The days of bashing visitors and subscribers over the head with pure hype offers are finished. (Thank God!)

Good stories bond you with customers and help you earn trust, but in order to do it right you have to be willing to expose yourself. This is great news because most honest marketers are more than willing to open up the kimono and be real with their customers. The scuzzbags who like to hide in dark corners are now they being rightfully ignored for it.

Gary Vaynerchuk powers home the importance of story in his new book Jab, Jab, Jab, Right Hook. If you haven’t read Gary’s book yet (you should), essentially “jabs” are your killer, no obligation value content shares and “hooks” are your offers. He breaks down good and bad versions of each and explains the ratio of hooks to jabs…

… earn respect with jabs and the hooks will get action without hype, trickery or shameless begging.

The one thing Gary does not try to do in the book is teach you the right story to tell. I completely understand why he left that part out… because it’s “a whole ‘nuther subject!”

People get really hung up on which story to tell about themselves. They overthink it, overwrite it, and wander the desert looking for inspiration. But it really isn’t that complicated. Having a formula helps a lot.

Remember those MadLibs books when you were a kid? Where you’d blindly insert nouns and verbs into a one page story to make it funny? We used to pee our pants laughing to hear the stories back with the wacky words we suggested. Telling your story in a way that builds know, like and trust can be just as fun… and almost as easy. At least to get started.

Here’s proof…

Perfectly injected into the middle of all those emails from biz owners asking for help writing their stories was one from a guy named Curtis Kastner. Curtis just happened to be the last student to get my feedback before I closed the option on the site. (The site is being transformed to welcome the book arrival. So if you find your way there, don’t opt-in yet, the book is in final prep and I’ll send the live link next week!)…

… and he’s one of the best examples of how to use the story hook formula (the same way Fallon did) in a kindergarten simple way that gets incredible results.

This is what Curtis said in his email:


The “KLT” he mentions refers to ‘Know, Like and Trust” because that’s what the formula establishes with the people you share it with.

Like a good MadLib, the 60SSH formula forces you to share vulnerable moments in a quick and easy way that speaks personally to your best prospects and moves them to take action.

Again, the 60-Second Sales Hook Formula is:


This isn’t shady manipulation, it’s honest persuasion that moves us past our inherent skepticism. Years of bad marketing and bogus claims have made us all rightfully wary of opting in to for anything online. The smart marketers know that trust has to be earned and that good, honest stories are the best way to earn it.

Go check out Curtis’s page and video where he used the 60-Second Sales Hook perfectly to bond with visitors and get tons of opt-ins for his report.

Please note that I’m not endorsing or promoting Curtis’s product. He seems like a perfectly good dude, but I don’t know him beyond our exchange in the forum and I have not seen his product or even this report. Just look at what he did in his video and how easy it is to craft a personal message that tells a good story in 60 seconds.

I’ll also post it here just as he did to me after my suggested changes (the numbers are slide counts)…

01) Hi, I’m Curtis Kastner…

02) Creator and leader of a powerful course for men called “Bring Out The Best In Women.”

03) For years, my conversations with women used to be an unpleasant experience for both me and pretty much any woman I would talk to…

04) I would get frustrated because she wouldn’t listen to my brilliant “advice” for her “problems”…

05) And she would get equally frustrated and upset, often saying “Can’t you just listen to me?”

06) Then I discovered 3 key principles for listening to women that leaves us BOTH happy and satisfied…

07) I end up having a MUCH happier woman on my hands…

08) And the inherent “problem solver” in me as a man feels awesome…

09) Knowing that I solved the problem that she ORIGINALLY wanted me to solve all along for HER…

10) The best part is that these 3 principles apply to any situation in any context with any woman…

11) To learn exactly how I did this…

12) and how YOU can do the same…

13) enter your name and best email address to the left…

14) and click “Download My 3 Tips Now”…

15) And you’ll get instant access to my special FREE report…

16) “How to Win at Listening to Women.”

17) I’ll see you there.

Now, Curtis’s site is brand new and he isn’t even driving traffic yet and he’s already reporting a 21.4% opt-in rate. That’s low compared to what the gurus can do with backing from affiliates and expensive PPC and media buys… but it’s pretty damn respectable on cold eyeballs for an unknown name or product. And the most important thing is…

… he got out of his own way and did it!

Without overthinking, overwriting or wandering the desert for a muse.

He’s got something up and running and converting that he can make money now with and improve as he goes.

That’s all it takes. Everyone starts there.

I get excited when people take action, man!

Go kick ass today.


Kelvin February 20, 2014 at 12:33 pm

Tricks of the trade right there! Valuable stuff Kevin.

Kevin Bates February 20, 2014 at 12:40 pm

Hey I’m Kevin Bates…

Author of the #1 best-selling SEO course on Udemy.

I’ve always been able to control the flow of traffic, but my conversion rates were always in the toilet.

…And You can’t deposit traffic in the bank or use it to pay your rent.

So I started learning direct response copy from the likes of Gary Halbert, John Carlton, and Kevin Rogers.

Now I’m rocking click-through rates so high you guys would think they are bullshit.

One of the key strategies I use is to never “learn” without also implementing and testing.

…because to truly learn, you must do.

Which is exactly what I’m doing right now.

Thanks for reading,


PS – Cant wait to dive in to your new book and put it to work!

Kevin February 20, 2014 at 6:07 pm

You’re a rock star, Kev.

Thanks for joining in.

scotty February 20, 2014 at 2:08 pm

Kevin always over delivering the goods. Stick this one Keeper file. Thanks Bud.

Kevin February 20, 2014 at 6:05 pm

Thanks, Scotty! Glad to help.

Curtis Kastner February 20, 2014 at 5:13 pm

Once again, thank you for your formula and feedback on the 60SSH, Kevin.

Now that I “got it,” I know I can repeat the process over and over, as needed.
Over here, that provides two things, in no particular order:

1) Confidence
2) Relief

I’ll keep you posted as my site evolves.

Kevin February 20, 2014 at 6:06 pm

Hey Curtis!

Thanks again for allowing me to share your work.

You’re going places fast, my man.

Please keep checking in.


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