Caroline – Christopher John Payne


Hi Caroline, here are some videos for you…

The Hero’s Journey…

The OK Corral…

Some of the illustrations in these next videos were done by the same guy, Ché, who did the ones in The Unluckiest Man, the rest by a different illustrator I commissioned…

Time Structuring…

The Drama Triangle…


This next section is from a module in my online program called ‘One Story Six Figures’…

In this module you’ll learn…

how to use stories to make more money in your business
why stories are so important to maximise sales
where to use stories
how to write short stories about events in your life and other people’s lives
the importance of adding a lesson to the end of each story if you can
where to store these stories so you can access them easily
how to ensure you write a story every day, as I done since April 2015, no matter what

…and more! 🙂

People buy people

People buy from those they know, like and trust: grow this with stories.

The confused mind doesn’t buy: stories explain what you do and what you offer.

Where will you use stories?

Even if you just want to make money as an affiliate marketer, you will need to build a list over time. You want people on the list to open some, most or all of your emails.

They will only do this if your emails are interesting. How do you make them interesting? With stories.


Sarah Staar has written about… her wedding, launching a special offer to her list during the wedding, her home in France, buying the house next door to that, buying her first car, parking fines, and more.

Martin Avis has written in his Kickstart Newsletter weekly-ish emails about… movies he has seen with his wife Delia in mid-week afternoons (his Internet lifestyle), his daughter’s baby, his wife’s cancer, his stroke, and so on.

Rob Cornish writes about… moving to Cornwall, past failures, his baby, and more.

Each of the stories above often teaches a life lesson, and in most cases leads to a call to action: buy a product: here’s the link.

We are more likely to click the link and buy because we have been entertained. The Law Of Reciprocity, mentioned in the book Influence: Science and Practice, kicks in: we feel we have got value from the story so we want to pay the person back.

For example, I read a really great blog post last night. At the bottom was a link to buy a $149 product. It’s not essential to my business, but a ‘would be nice’. I’m going to buy the course as a thank you for the guy writing such a good article. It’s my way of applauding him from across the world so he can ‘hear’ me: I’m paying him money.

Stories to write up…

Your origin story: how you got started in Internet Marketing; your childhood upbringing which shaped the way you act in the world.

Your successes: jobs you’ve done, making money, writing, recording videos, DIY projects, getting married, having children, moving house, hobby successes, awards received, trophies as a child.

Your failures: losing your job, the end of a relationship, Solo Ads that didn’t work, buying courses and not implementing, not reaching out for help enough, investing in dodgy Internet Marketing projects.

Your clients’ stories of working with you, and their disasters working with other people.

Over the next week: write at least one story in each of the above. That’s a small task to take on, isn’t it? A small elephant bite. 🙂

Trigger words…

client, job, thief, cheat, body pain, birth, death, award, certificate, qualification, prize

ticking clock, money, celebrity, beliefs, sex, funny, sad, scary, embarrassed, humiliated, proud,

sport, holiday, children, sibling, relationship, last minute

To ensure they delight listeners/readers…

Start with ‘trouble’, or aim to put it in most of your stories somewhere

Remove all but the essentials

Add how you, or the subject of the story, felt

Explain why they did what they did

How to use them…

It may be early days for you if you’re a beginner, but over time…

On your website; during prospect and client meetings: plan which 6 stories you could share during the next one; in your presentations

Use stories with prospects to agitate their problem rather than solve it: that’s what they pay for


Take lots of them. You can never take enough.

Remember: a picture is worth a thousand words

How to ensure you write a story every day…

Download the free Evernote app into your PC/Mac, smartphone and tablet.

Create a new notebook in Evernote called Stories

Reminder apps are awesome: Use a reminder app like Due (iPhone) or for iOS/Android and set a daily task: “Write a story”

Type the story into Evernote. Add the lesson(s) from the story to the end, or in the tags.

Add tags. For example: client, warning, essential, testimonial, funny

Advanced: visualise the tags in Bubble Browser, a free app for Mac/iOS

…and you’ll have 365 stories a year from now


We are wired for story

We’re addicted to stories

Tell great stories to get your audience addicted to you


To get the ball rolling with some helpful content, below you’ll see a talk I gave to a paying audience in London to a group of people who follow US marketer Dan Kennedy (the guy I paid $7,800 for a day of advice).

I have edited the talk, removing the parts where people did paired exercises – to make the video shorter. What I suggest is that you start watching the video so you see what it looks like, then schedule some time in your calendar to watch the rest of it.


Here are links to the Slides for GKIC London talk and the mp3 audio file. (On a Mac, press the Alt key before clicking on those links to download the files.) Enjoy! 🙂

DO drop me a line if you have any questions.

Feedback from my talk which will encourage you to watch the video!…

Graham Rowan of the Elite Investor Club (still from GKIC video)

Graham Rowan of the Elite Investor Club (still from GKIC video)

Graham Rowan from The Elite Investor Club wrote… “I thought your presentation was excellent: the way you used stories to show the power of stories, opening up about your own life, adding lots of follow-up value.”   “I really appreciated the passion with which you told the stories.” – Owen Nwanebu

“Excellent. Your presentation was structured and led me so I understood the power of stories. You won my confidence as an authority.” – Sam Onigbanjo

“What I appreciated more than ever from your talk was the importance of storytelling. Totally enjoyed it.” – Max Alter, Local Business TV and Videos For Accountants

A few days later, Max emailed… “Yesterday, I was travelling quite a bit and had idle thinking time. The exercises you asked us to do during your presentation and the commitment to write our story finally came together in my head and allowed me to see how I can tell my story, what I bring to the table and why people ought to listen to me. Just in time for my workshop on Tuesday. 🙂 Thank you. With infinite gratitude. Max Michael Maven

Michael Maven of Carter & Kingsley wrote… “Awesome use of storytelling to increase sales. I really liked the Paul McCartney Technique you taught us.” [Learn this technique at 26mins 30 into the video – Chris]

“I thought you were entertaining, informative and inspirational.” – Vijay Maru

“I loved that you were succinct, interactive, open, honest, insightful and reflective.” – Caroline Palmer, Raising The Baa corporate training

Finally, here’s some words from Kevin Francis, a highly skilled copywriter, who wrote this on his website

Kevin Francis copywriterChris Payne is a man of many talents. Serial entrepreneur and info-marketer, his main focus now is helping consultants, trainers, coaches and others create quality e-products they can give away or sell. Frankly, that massively undersells what Chris offers as he demonstrated in an excellent presentation all about the power of stories and how to use them in your marketing to make more money. Stories can be very effective in your marketing because, in general, we love to hear stories. We seem to be hard-wired to listen to stories, perhaps because for thousands of years in the past they were the primary way to pass on information. Plus, of course, good stories can be entertaining and inspiring. Because people like stories, they are a great way to “fly under the radar” and bypass the sales resistance that usually crops up. Good stories have a hypnotic effect. Chris covered the type of stories you can use, how to make sure they capture attention and delight the audience, where and how to use your stories, and much more (such as how to use pictures the right way with your stories). Chris’s website includes lots of stories (great examples for you to learn from). There’s a ton of great material on the site, and so engrossing that one person confessed to Chris he had ended up spending over 10 hours going through the site!