What I’m about to say may seem slightly controversial. It might even sound sacrilegious.

But here goes:

Some time back, I was at a networking function. During the course of a conversation I was having with a very nice woman, she told me how she only reads business books.

“I don’t even bother with fiction,” she informed me. She told me how inspired they made her. How much she learned.

Strange, I thought. I did like business books. And for the past few months I had done nothing but read business books too. But, that got me thinking.

I began reflecting on my reading habits. Business books were good, but they lacked something. And I felt that I was lacking something by just reading them. So, decided something right then and there.

So, what did I do? I’ll tell you, and I’m going to advise you to do them same.

Call me crazy, but…

…I threw out the business books! Every single one of them. Well, I didn’t literally throw them out, but I stopped reading them. And I advise you too to stop reading them this minute.

Instead, read FICTION. It can be literature, Stephen King, or whatever.

This is what I’ve done. I went back to read my anthology Best American Short Stories 2004

I’m a couple of years behind, but no matter. I should finish 2004 and 2005 by the end of the month.

The truth is I love literature. And I read A LOT of fiction.

But I’m a marketer and copywriter, right? What good does fiction do me? Well, I’ll tell you. Fiction is all about stories, and STORIES SELL.

Business books are great, and I can almost guarantee you that the most successful ones are filled with stories. And stories do a good job of selling products. Look no further than Austin, Texas-based Whole Foods. If you go through the food isles, every product has a story behind it. And people love stories.

And they will love the stories you tell about you, your product, or your business. And the more they love your story, the more willing they will be to buy from you.

So, get up and start reading some stories. Then, incorporate stories into your marketing. The results will speak for themselves.

To Your Continuing Success,

Carlon Haas

www.carlonhaas.com

Topics: Marketing Archive |

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