The audience were gripped, there were several thousand of us there that day, we all felt Jim's acute pain and embarrassment at having the tow truck appear outside his house to repossess his car. We shared his feelings of joy and triumph over the bank so intently that we were transformed into the person who made the manager reluctantly accept our money, all the thousands of one-cent pieces!

Did we listen to the rest of his speech? You bet we did!

Picture now, an audience of thousands perched so far onto the very tips of their seats that they are in constant danger of falling to the ground, afraid that if they breath or move even a fraction of an inch they would miss one of the momentous words that were being spoken.

That was us! So intent were we upon his words that if he had whispered his speech to us we still would have heard it no matter how far away we were.

This lasted for a full 90 minutes and in that time not one of us moved lest we missed a single word from the master. Afterwards we were left gasping for breath and sat there, momentarily stunned into an awed silence as we digested what we had heard.

Such is the power of words in the hand of a master, but the tools he uses are tools that we possess, each and every one of us!

They are tools that we should be using whenever we sell our product.

Everybody has stories they can tell and you should use your own personal stories the next time you write a sales letter to sell your product!

Don't rely on the tired words and experiences of others, you are unique in this world ¡V market that uniqueness.

What have I just done to make you read this far? Simply share a story in my own way, that's all. It is something you should be applying right now in your business, every time you think about your products and how you can market them.

Your life is full of stories, share them with the thousands who want to listen, use them and you will sell more of your products!

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