A couple years ago, I read a screenplay by William Goldman for a pirate movie that never got made.
It was very instructive.
The screenplay opens up with a big gruff sailor on board an 18th-century trading vessel. The big gruff sailor is a strong and normally brave man.
But right now, the sailor appears unsure of himself. That’s because he sees a deserted, aimless ship on the horizon.
Could it be pirates?
“It might have been the plague,” the sailor mutters. “Sudden plague could have taken them all.” He looks away from the deserted ship nervously, and looks to his captain.
The captain, on the other hand, says nothing.
Unlike the big gruff sailor, the captain is not scared of ghost ships, and he’s not scared of whatever evil secrets they hide, pirates included.
The captain keeps his eyes trained on the deserted, nearing hulk, ready for whatever it may bring.
And then there’s the switch.
Because on board of the deserted ship that’s getting closer and closer, a figure appears.
The figure is large. It’s black. And it seems to be… on fire?
The figure starts to growl in an inhuman voice that carries over the waves:
“Death or surrender… surrender or die… the Devil bids you choose…”
The normally calm and collected captain, who is so much braver and cooler than the big, gruff sailor, turns pale. He turns and immediately signals to have the white flag hoisted.
Because the captain knows.
That’s not just any pirate ship that’s nearing.
And that’s not just any pirate.
That’s Blackbeard.
I’m telling you this because Goldman’s storytelling strategy applies as well if you sell online. It’s good for building up the main character of a movie… or for building up value for your high-priced offers.
In a few more words:
If you want to make Blackbeard — or your offer — sound important, unique, immense, you can jump straight in, and pile on the adjectives, promises, and threats.
That’s what a lot of business owners do.
At best, it works if you grit your teeth and keep piling on the adjectives, promises, and threats, and if you don’t charge all that much.
At worst, it doesn’t work at all, even when you start dropping the price.
A much better strategy is to do what Goldman did above.
Build up one thing, such as the big gruff sailor… use that to build up a second thing, such as the cool collected captain… and then finally use all that built-up power and contrast to immediately communicate the importance, uniqueness, and immensity of your third thing, say, Blackbeard.
That’s my perceived value tip for you for today, at least if you sell stuff online.
My offer for you today is my important, unique, and immense Daily Email Habit service. It can be useful and hard-working on board your own trading vessel. For more info: