Why Is Dan Kennedy Writing To You About A Plumber?

By: Dan Kennedy on: July 16th, 2013 10 Comments

One day a letter arrived in an envelope.

Individually addressed to me, by name, with a live stamp not a meter imprint.  In the return address corner was the name of someone I knew.

Not a friend. Not a neighbor. It was from a peer of mine, another professional speaker who also lived in Phoenix where I was living at the time. It does not matter the relationship, the important thing, I recognized the name of the person who sent me the envelope. So I opened it.

That’s important.

America sorts its mail over a wastebasket. You have to make the cut or nothing else matters. So I opened the envelope. The letter I took out was headlined: “I Suppose You’re Wondering Why I’m Writing To You About A Plumber.”

I thought to myself: yep, I do wonder why he’s writing to me about a plumber. Heck, I don’t even get a Christmas card from this guy. We’re in the same kind of business and live in the same town. So, why is he writing to me about a plumber?

So I read the letter to find out.

And that too is important.

First, you have to get your letter opened.  You cannot just assume that’s going to happen. Then you have to get your letter read.  You cannot assume that’s going to happen either. Curiosity used here, not always the ideal strategy, but when used effectively it’s a beautiful thing.

The letter told a story of this peer having a party at his home on a Saturday night to which I had not been invited, when a pipe under the bar in the den started leaking, a mess ensued…

Storytelling. Everyone likes a good story. You just read the beginning of one of the stories I tell that people love to hear. In fact, people come up to me all the time who heard me tell it years earlier and ask me to tell it again.

You may even recognize it if you have Magnetic Marketing or if you ever saw me give my main “Magnetic Marketing” speech or if you have read my book, My Unfinished Business.

People remember better with stories. You can teach lessons with stories. They can help bring deeper understanding. And they’re one of the most effective ways to sell.

Stories are effective because we grew up hearing stories. Actually, storytelling predates writing so it’s something we are conditioned to love.

When you were young, you heard bedtime stories and had story time at school before you even learned to read. You share stories with your friends and laugh about “the time when…” with your family.

They’ve been used in every culture to educate, entertain, preserve history, and instill principles and values.

Stories can connect people and cross barriers of age, culture, economic status, and more.

Tell a story that catches someone’s attention and draws them in, and you can make them care about something they may have never cared about or even known about previously.

Of course, this isn’t by accident, this is by design.

Telling a story that immediately captures your reader’s attention and keeps them intrigued and reading to the end is an art form.

An art form worth learning. Because storytelling done right is like a magnet. People are compelled to read it. And you can use this to create anticipation of what happens next.

NOTE: The best stories have a strong underlying theme where something greater is being said. To create this there is a roadmap—a constant.

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Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

10 Responses

  1. Dominic says:

    hi Dan, great post. I’ve written a short story on the personal training page of my fitness website, to get across some messages about how to get fit and healthy.

    Stories can be very powerful!

  2. Duane says:

    This “story” was like bringing a beautiful woman home and then finding out it’s really a guy….

  3. Faisal says:

    I keep reading the article to know more about plumber. But I turn to there are no plumber story. The ideas are to tell a story to make people read. Nice. Thank you Dan.

  4. Alex S. Kombe says:

    Am impressed by an introduction i just read from the above page!
    I would like to know and get more materials from Dan Kennedy. I leave in Africa , Tanzania, where economic growth is at tremendous pace so would like to get professional ideas on how to market my products and expand my tyres business.

    Thank you.

    Alex Kombe

  5. Tomi Kiko says:

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  6. Hi…Dan,
    I really like your blog to read and i know some interesting from it. Thanks for sharing this excellent information at here.

  7. Ben says:

    When is this webinar? It days tomorrow july 17th? Did it happen last year?

  8. Great site! I am loving it!! Will come back again. I am taking your feeds also

  9. I was drawn in by the title and now I think I’m going to see if your free bonuses can help help me with my local marketing. Thank You.

  10. Would love to hear more about the plumber … which goes to prove that storytelling works!

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