Sabrina Dong

We discovered that there are two key aspects to an effective story. First, it must capture and hold our attention. The second thing an effective story does is “transport” us into the characters’ world.

If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.

By providing a specific price, such as $6834 for a website instead of $6000, the client is much more likely to trust what you are selling them and be agreeable to the price.

Remember, Pull Backs are all about revelation and emotional reveal. Novelists wanting to use a figurative exclamation mark in a scene will do well to consider using this camera shot.

For example. Two identical pairs of inline skates are selling for the same price. Both packages list the same features and benefits. However, one pair emphasized “High Performance” while the other pair emphasized “Low Friction.” The pair that emphasized “Low Friction” outsold the other pair.