How often have you walked in a shop, only to feel pressured into buying something you didn't really want? Perhaps you were at a restaurant, and the waiter actually sits down at your table, introduces himself, and asks for your order?
Or maybe you found yourself in the position I was in at a Danier Leather store late last year, with my two-month-old leather overcoat that had a piece of leather that had separated. "Sir, you may leave your coat here, and we will send it to our head office for inspection. They will determine if it even is a defect, and how much you would have to pay [...]
Have you noticed that each magazine, newspaper, and TV news show has its own style? They do so because style builds brand equity with their target audience. But look underneath the glitz of style, these pros have structured each story almost exactly the same. They understand the power of the archetype.
If you haven't thought about structuring your communications more formally, consider how you too can use these powerful forms. Becoming more intentional in your writing will more quickly bring results.
Archetype One: The Case Study (demonstrates experience)Problem/Stor [...]