Expert-Secrets full book

Your Plot Statement The first Epiphany Bridge story you will tell is the
one that got you excited about your new opportunity in the first place. Take a
few minutes to think about your story.
You are the character, so that step is easy. But what desire started you on
your journey? What did you want to achieve? Write it down. Next, what was the
conflict you experienced along the way? Write it down. Boom! You’ve got a
plot. Now write out your basic plot in one sentence, like I did for Little Red
Riding Hood above. Here is an example:
Once upon a time, there was a guy named Russell Brunson, who
wanted to figure out a way to support his new family without having to
get a traditional job. So he started selling information products (potato
gun DVDs) online. But one day, Google’s ad costs tripled, and his
little business dried up overnight.
Character: Russell Brunson
Desire: Support his new family
Conflict: Google’s ad costs tripled and his business dried up overnight
That is the basic structure of every story. When I’m first building out my
inventory of stories (which you will do in Secret #9), I always start with a plot
statement. This allows me to tell the entire story in just a few seconds, if I need
to. Or I can fill in the details and talk for hours.
Now that you have the basic plot written out, let’s dig deeper into each
element so you have the tools you need to flesh out your stories and really hook
into people’s emotions.
1. Build rapport with the hero. The first 10% of any movie is all
about building rapport with the hero, so we have a vested interest
in their journey. If we don’t build rapport with the hero in the
story, then no one cares what else happens to them on their
journey. If you do a good job of building that rapport up front, the
audience will be engaged throughout the whole thing. You want
people to get into a rapport with the hero quickly. The fastest way
to do that is to connect with two or more of these core identities: