make it unforgettable.” That, to me, is the turning point message in
this very chapter.
I’m telling you about the need for a TPM to help you create
hypnotic stories that sell people.
How do you create a TPM?
You don’t. You let them evolve from the telling of your story.
The trick is to let them evolve. Don’t try to control them.
When you do, you kill them.
In other words, don’t be too ruthless in how you edit your sto-
ries. It’s tempting to take out all of the lines that I said are TPMs.
But if I had, the essence of this chapter would be gone.
Think about that before going to the next chapter.
Your Turning Point Message