The Most Persuasive Story Structure on Earth, With Kenneth Yu

We’ve got a very special guest today, Kenneth Yu. I really want to thank him for staying up very late to join us. As we’re recording this, it’s the middle of the night in Kuala Lumpur, Malaysia, where Ken is based. He’s going to tell us about what he calls “the most persuasive story structure on Earth,” and he has a point. He calls it “the scalable parable,” and this refers to the way religious stories are structured. Now, from a sales point of view, the Holy Bible had sold five billion copies, according to the Guinness Book of world records, and that was 1995. More than any other book in the English language, and almost certainly more than any other book in the world. Scalable parables are great in religious texts, but what about in copy? We’ll find out today. Ken is going to tell how he used this religious story structure to get the number one biz-op Clickbank offer last year. More important, he’s going to tell you what you need to do to use this same structure in your own copy. Ken’s got some amazing copywriting street cred. He’s written for big online publishers including Agora and Mind Valley. He’s also worked in the big corporate advertising markets with the Ogilvy agency, and picked up a handful of international awards for his work. Here’s what I asked him: Could we start with what you did on Clickbank that worked so well for you? I’m very curious to know, how did you discover this holy grail formula, the scalable parable? Ken, why is storytelling more important to a company’s revenues than most people think? When you say, “Nature abhors a vacuum,” which we’ve all heard before, you have a special meaning for that phrase. Could you tell us about it? What’s different and more powerful about religion-based storytelling? What are the steps to creating a holy grail story? Please tell us how this all fits into creating a “tribe of customers,” and how to do that? Finally, how can people find out more about The Scalable Parable? Link to Ken’s site: https://scalableparable.com/garfinkel/Download.