Telling Great Stories

From Ruben
Every great story needs the following.

A leading character [Protaganist]
- Every character needs a goal that can be seen.

Conflict - Barrier
- Outer conflict that can be seen
- Inner conflict that an actor can portray

Setting
Relationship

Audience must care
- must root for the main character
- the main character must be identifiable with the audience
** Jeopardy or Danger
** Empathy / Pity
** Likeability
** Authority. Main character is best at what he does.
** Affinity between audience and main character

Know your own role as your own protagonist and the customer's role as his own protragonist.

Magic Persuasion Words

From Kevin Hogan on Youtube:
Use these words in persuasion.

Because
- Causes lead to effect
- Gives rationale for action

Now
as in "Do it Now"

Imagine
does not cause resistance

Please and thank you
- Thank in advance

The other persons name
- use it only once, maybe twice
- use it at beginning and end of conversation
- ask their name if you don't know it or cannot pronounce it

Control words:
- people need a locus of control, otherwise they feel danger
- Control, In charge
- Need to convince them that can cause control and have an effect.