Quick test:

Which opener would you read?

A) “Success Principles for Business Growth” B) “You remember the story of Aladdin and his wonderful Lamp…”

Robert Collier chose B for “The Secret of the Ages.”

He started with a fairy tale. Built a publishing empire.

Why did it work?

Belief precedes technique.

Get someone to believe in magic lamps, and they’ll believe in their own hidden powers.

Stories transport. Statistics inform.

Guess which one sells?