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Story Selling

Every ad tells a story. What's yours?

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This story appears in the February 1997 issue of Entrepreneur. Subscribe »

That's the untold story behind your decision to get into the business you're in today? Was it a lifelong ambition? Were you busting your buns for someone else in the field and decided to go out on your own? Was it the inspiration of a family member or friend in the same industry? Or was it just an opportunity that fell into your lap?

Everyone has a story--a potentially interesting story--to tell about how they got into the business they're in . . . a story that can actually be used to promote your business. Even if you think your particular tale seems mundane, trust me, it can be turned into a provocative hook for an ad that gets people interested.

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