I was listening to Howard Stern interview Jon Bon Jovi the other day.
And I know what you’re thinking.
Jon Bon Jovi? Wasn’t he famous like 30 years ago?
Well yeah, but he’s even more famous today.
In fact, Bon Jovi has had one of the top grossing tours in music for the last three years.
On Wednesday, he was on the show to promote his upcoming tour and announce that Howard would be inducting him into the Rock and Roll Hall of Fame.
As usual, there were plenty of laughs.
What makes Howard great is his ability to get the best stories out of the people he interviews.
One of the questions that he asked Jon was brilliant and the answer applies to marketing as well as writing hit songs.
He asked Jon about one of his songwriting principles: Don’t bore us, get to the chorus.
If you never had to take piano lessons, the chorus is the part of the song that’s repeated frequently and that you remember most.
The chorus is meant to be catchy, entertaining and communicate the main message of the song.
Bon Jovi is not the only one famous for thinking this way. Almost every Beatles song was written this way.
Tom Petty and Dave Grohl are both on record for sharing this technique.
In fact, studies have shown that the quicker a song gets to the chorus, the higher it climbs on the charts.
And the same is true with your marketing.
The chorus of your marketing is the story.
It’s the part that entertains and drives home the message that you want to convey. It’s where you want to make an emotional connection so the reader remembers who you are and relates to you in some way.
If you wait too long before you get to the story, you will bore most people and they will take their attention somewhere else.
They will never read what you wrote and take the action that you requested.
So get to the story quick.
In fact, when you are writing a short format marketing piece like a blog post or email, you can just start out with the story.
Like I did with this piece.
Or the Beatles did with Help, Can’t Buy Me Love and She Loves You.
If you want to write stories that build an audience like John, Paul, George, and Ringo, then pick up a copy of my book, Kill Cold Calls.
In it, I show you ten different story patterns that you can use over and over to entertain and connect with your audience.
And all for less than you spent on your last album.
Here’s what my latest reviewer said about the book:
“This is a great read with really good resources. I have been a Broker for about 10 years in the Seattle area. I’m just freshing my business up. You had me at no cold calls!”