"For example, when I taught my Expert Secrets course, I needed a way to show people that they can make money with any of their talents or skills. So I shared the story, or parable, about the first product I created: a DVD about how to make potato guns. Now, there is a lot to that story that I won't cover in here in this book, but it illustrates that fact that you can create and make money selling your experience or expertise in almost anything.
I have other parables that I use to teach the core principles that I want and need my customers to understand. Think about other teachers you've had in the past, those who had a great impact on your life. My guess is that if they had a lasting impact on you, it's because they taught you by using amusing and memorable stories.
A parable is a story about something that happened in your Attractive Character's life. Most people let life pass them by, and they don't stop to take note of the interesting things that happen to them. But you're different. You have the ability to use the things that happen throughout your life to teach and inspire others--as well as sell products.
Here is another example of a parable I used almost every time I sell something. My college wrestling coach's name was Mark Schultz. I had just moved into the dorms and gone to my first practice where I had an awesome time meeting my teammates and the coaches. That night, there was a knock on my door. When I opened it, there stood Coach Schultz. He had brought me a videotape of this own wresting footage. I thought that was pretty cool, but before he left, he asked me for my wallet. When I gave it to him, he opened it, took all of my money out, and handed me back and empty wallet. I was kind of confused, but too nervous to say anything. He then told me, "Russell, if I gave you that tape for free, you'd never watch it. Now I know you're going to watch it and learn from it." Now I know you're going to watch it and learn from it." And he was right. Because I had made that investment, I did watch the tape over and over again, and I became a better wrestler because of it. That's the day I learned the power of investment."
Now, I share that parable almost everytime I'm going to ask someone to make an investment with me. Because I know the potential customer wants success, but I know they have it unless they make that investment.