39 What Everyone Will Always Read
I
had a fight this morning with my neighbor.
We don’t fight often, but sometimes it happens. What can I
say? We’re human. Fights happen.
And that’s good news. It’s good news because it’s the number
one thing people love to read about. Give me a conflict and I’ll give
you a story. It’s that simple.
Think about it. What are the best movies about? What are the
best books about? Don’t they always involve someone who wants
something and is struggling to get it? Isn’t something in his or her
way? In short, there’s always a conflict.
Conflicts make great news, too. Any time two people fight, or
two groups, or two armies, the media will be there. Why? Because
conflict is, at heart, hypnotic.
You can use this to your advantage. The next time you want to
create a Hypnotic Selling Story, look for a conflict. The conflict can
be between you and another person, two other people, or even
ideas that are butting heads.
For example, I began this chapter with the phrase, “I had a fight
this morning with my neighbor.”
I did that for one main reason: to get your attention.