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How to Build Drama in your Sales Pitch

When you are writing a sales letter you need to ensure it keeps the reader reeled in till the last word.

One of the best ways to capture the attention of your prospects is to tell a feature-rich vivid story where you or a third person undergoes positive changes after using your product.

Here is a formula that you can use to build drama in your sales pitch. This is from a book called Developing Story Ideas by Michael Rabiger

This formula is called CLOSAT

One of the first things you need to do is to build the character in the story. You do this by describing his/her age, gender and academic background.

Make sure this is something that resonates with the majority of your prospects so that they can relate to the story and feel that they can acheive the results that you acheived using the product.

This is where the story is happening. This could be a home, a bar or a street. Depending on the product you are selling you can decide the ideal location.

For instance if your product is weight loss supplements then you can set this up as happening in a gym where two friends are discussing about an easy way to lose weight.


Object refers to what the characters are discussing about. In our case it is about the product. All the pictures and text in the letter must direct the attention of the reader to the product that is being promoted.


This is used to create either tension or to put the reader at a state of ease. In what situation the lead character of the story is in. Is he broke? Is he overweight?, Is he lonely? This will help you to build on how the lead character undergoes dramatic changes after using the product. Some people call it as the ‘lowest point’ in the character’s life where he is about to lose hope.

Unusual Act
A story cannot have a dramatic impact unless there is an unusual act. You don’t have to go overboard here. Just describe something that the majority of prospects in your market doesn’t do. For instance, you could say ‘I interviewed the experts in the field to find a solution’ This is an unusual act as many prospects do not do this everyday.


After capturing the attention of the prospects you need to build tension in the story to hold their interest. Think of it like a graph that has constant ups and downs. The movement of the story should be akin to that.

One way you can do this is by describing the prospect in a bad situation in the beginning and taking him down to a worse condition slowly untill he reaches the ‘lowest point’ and then bam he discovers the solution(your product) and undergoes some dramatic changes.

If you use the above tools to build drama in your salesletters you can write compelling stories that will make your reader to hang on every word in your salesletter.

10 Things you should know about Sam Walton

One of the sure fire ways to succeed in life is to study successful people and learn implement the strategies they followed. Of course you need to add your own ingenuity to suit your situation.

Nevertheless studying people who have accomplished great feats will give you some foundation to build on your own strategies. With that said here are 10 interesting things you should know about Sam Walton the retail billionaire.

1. Mr. Walton always believed in ‘a penny saved is a penny earned’ philosophy. He always held the idea that if someone wants to get rich they should know the value of a dollar.

2. Even after becoming a billionaire, Sam used to cut his hair in a local barber shop in his town. Not that he was frugal, but he felt you don’t have to blow up money unnecessarily just because you are making more.

3. He always interviewed people in his line of business and took lot of notes(earlier in yellow legal pad and later on his palm top). He was always having his ear to the ground to be aware of what is happening in his industry.

4. Sam was passionate about what he was doing. He was always on the look out for new items that would make his customers happy.

5. He believed that hiring the right people is crucial to business success. He would often visit retail outlets and malls looking for talent.

6. Once Sam was making enough money, he bought a private jet which made it easy to fly to different states to grow his business. He valued time and used the leverage of mobility.

7. Sam was always curious about technological developments. He would have detailed conversations with his system guys to find out how the latest technological advances can grow the business.

8. Mr. Walton was a good father too. He never compelled his kids to join his business rather he gave an open invitation to them and said they can join if they are interested.

9. Sam had a wide network of friends who were mostly suppliers and dealers of goods. He leveraged this asset and always knew how to get a good deal on the products.

10. He was always focused on growing his business and disliked showing himself as a business celebrity.

His tireless enthusiasm, laser focus and people skills has made this man a roaring success.

Article writing – How to tackle Writer’s block

You know you have to write articles to drive traffic to your websites. There are lot of freelancers out there who can write articles in exchange for a small fee(usually 5 dollars a piece).

The problem is, if you are on a limited budget, then you may want to write the articles yourself until you are making enough dough to outsource this task.

Depending on your situation this may take 1 to 3 months.
The good news is you are not alone. Lot of marketers who are just starting out face this problem everyday.

The task of writing an article involves putting together 500 to 600 words on a subject in a meaningful and logical way.

As with any form of writing, writer’s block is a major huddle that you need to overcome in order to crank out more articles.

Here are some tips to help you tackle writer’s block.

1. Set aside a specific time during the day to write articles. One of the famous Internet marketer I know use to write articles between 2 PM and 4 PM. You may want to experiment with different time slots to see when you’re at your best.

2. Allow the creative juices to flow. Mark Twain once remarked something to this effect “I sit quietly and allow the creative juices to fill my bath tub and once it is full I’m ready to write” So, sit quietly and allow your mind to work on your article.

3. If you’re struck in the beginning, start writing whatever you feel like until you catch on to something that you want to communicate.

4. Collect ideas for your articles when you are not at your desk. Have a pen and paper handy to catch those ‘aha’ moments or note it down in your mobile or iphone

5. Keep a journal and note down ideas you find interesting or inspiring.

6. Read articles by experts and make note of how they structure their articles and model them. If you want to know more about modelling. Research in Google about NLP modelling techniques.

7. Make it a habit to write everyday. This will create neural pathways in your brain that will help you to write effortlessly in future. In this regard, I recommend reading a book called Talent Code by Daniel Coyle you can find it on Amazon or Barnes and Noble.

8. Forget the notion that you need to be an expert to write articles. If you have done your research properly you already know more than what the majority in your market knows.

9. Get in the zone. Top athletes and celebrities perform at their best when they are in the creative ‘zone’. This a mental condition that can be induced by performing a certain action. It could be smelling a rose, listening to a song or a walk in the park. Find out what activity puts you in the zone and perform it before starting to write.

10. If you can’t write an entire 500 word article in one sitting don’t sweat it. Write 3 sentences everyday and I can bet you that you will write more articles this way than most marketers out there.