Page 83 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)
P. 83
52 The Seven Lost Secrets of Success
MARSHALL FIELD
During the Roaring Twenties, Barton had numerous famous
accounts. One of them was Marshall Field & Company.
Most of the advertising Barton created for this popular
department store was based on the parable technique. For
example:
“Once upon a time an obscure actor who was playing in
Chicago came to Marshall Field & Company to have a pair
of shoes repaired. Years later, at the height of his fame, he
talked to our girls on the tenth floor. . . .”
Another example:
“There is a man in this store who clearly remembers selling
apparel to Mrs. Abraham Lincoln in 1874. . . .”
Do you feel how those examples begin like stories?
Stories give color and life to your message. They
involve people, entertain them, and stick with them.
What are your parables?
NAPOLEON INSPIRES BARTON
On the last leg of my quest to learn everything I could
about Bruce Barton, I flew up to Madison, Wisconsin, home
of over 150 boxes stuffed with letters, articles, and manu-
scripts by and about Barton. What I noticed about Barton’s
writings was this: Nearly every one of those 2,000 articles
and essays was in a story format. Pick up any article, look
at the first line, and suddenly you’re drawn into a story.
