Want a fast and easy way to tell better stories for your emails? Start your story the opposite of how you will end it.
That’s why in romantic comedies they start with a girl getting dumped by her long-time rich CEO boyfriend. And to up the stakes she was probably tossed to the curb with a text message. Or she found out her man was cheating on her with her best friend.
When this happens you know by end of the movie she’ll have found “true love” with some broke fun-spirited guitar player.
This is exactly what JK Rowling did to start Harry Potter and the Sorcerer’s Stone. In the beginning, there’s no magic, no nuttin’. She doesn’t even talk about Harry the star of the book!
She starts immediately with the Dursleys, Harry’s anti-magical boring aunt and uncle.
Her first line in the book is:
“Mr. and Mrs. Dursley, of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much.”
[Which means Harry is abnormal….]“The Dursleys had a small son called Dudley and in their opinion there was no finer boy anywhere.”
[Which means Harry is NOT a fine boy]For Harry Potter to graduate into a world of magic and wonder he first must drudge in the opposite of that.
Your message is the same way. It needs contrast.
I talk about the contrast principle in my free PDF: 7 Mistakes Coaches and Course Creators Make Promoting Products and Services with E-mail.
You can download it for free here: https://adamstreet.net
Adam