
I have been muscle testing, diligently, if the stories that sell products, courses, software, are facts or made-up likely stories.
A likely story is a lie.
We, marketers, are taught: facts tell, but stories sell.
And so every sales letter is one story of another.
I used to be a liar, because I didn’t think life was interesting enough, so I embellished it. I was caught, and it didn’t matter. I just kept making up interesting stories, mostly sob stories about myself.
I was selling myself… and because I didn’t think I had anything to offer, I lied.
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