What makes a story impossible to put down? Often, it is the same hook that makes a classic advertisement impossible to ignore.

The legendary copywriter Eugene Schwartz relied on several powerful ideas. Three are especially useful for anyone wanting to tell their business or life story.

• The Contrarian Statement. Presenting an idea that challenges a reader’s assumptions, like ‘exercise without effort’.
• The Secret Revealed. Promising to share exclusive knowledge, such as ‘a secret of bodybuilding known only to astronauts’.
• Unresolved Curiosity. Posing a question or a peculiar image that demands an explanation, like the man with the eyepatch.

A great narrative does more than present facts. It creates intrigue.

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