How to Craft the Stories that Make ‘em Say, “I Wanna Work With YOU!”
The other day I went out to get my pony Han from the arena so we could work. He has this little move where he turns his head away from me when I bring the halter up. Smart boy knows I can't slip it on if his head is sideways.
It's his version of NO.
Thirty-year-old me would've reacted very differently than I did this day. If I said move, he moved. That was the cowboy way, and I didn't question it. He didn't get an opinion. He was a horse.
Older me did something different.
I stepped back and let him settle. When he brought his head around, I rubbed his nose and talked to him. And that I understood he'd rather stay put. Then I told him we were still going.
When I finally slipped the halter on, he tensed for a second and then relaxed.
And then he happily walked with me.
He didn't come because I made him. Trust me, if a 1,000 pound animal plants their feet, good luck getting them to follow you.
He came because he wanted to be with me.
That's partnership.
And that moment right there is what I call a YU Story.
I don’t tell you I’m patient. I show you.
That’s what a YU Story does.
These kinds of stories help people answer the question every audience is carrying around…
Why you?
Why should I follow you, trust you, listen to you, or hand you my money?
Once you understand the YU Story framework, you'll spot these moments everywhere.
You'll have a whole library of them. Every time you butt up against something in your life and respond...that's another YU Story you can tell.
It doesn’t have to be about a horse (obviously). Maybe it’s about a trip to the gas station or a surprise party. There are so many magic moments happening in your life all the time.
And I'm going to teach you how to spot them, write them, and use them to sell with.
Separate yourself from the pack…
You've got the skills. You've done the work. You know what you're doing.
But when someone asks what makes you different from everyone else, do you freeze up?
Or worse yet, start listing your credentials like you're reading a resume? That makes you sound like a corporate brochure.
There's something deeper people are looking for these days. Character.
I'm here to tell ya, people watch how you respond and make mental notes. They notice your victory laps and how you act when things don't go your way.
And those nuggets lead to opinions about whether or not they trust you without ever letting on.
Behind the scenes, they decide whether or not you're the kind of person they want to work with.
And if you're not steering those stories, they're steering themselves.
It's kinda like sitting on a horse and letting him wander versus taking the reins and riding.
"Lorrie flatters me, often, by saying I helped her launch her career...
but to be fair, my part was more like simply lighting the fuse on a rocket ready to go. She came out of nowhere, and quickly became the most widely-known and respected female copywriters around -- working with Dan Kennedy, Gary Halbert, Joe Polish, and other top marketers. She brings a super-savvy female perspective to copywriting, as well as showing up most of the guys who have been in the freelance gig much longer than her. As a professional, she comes with the highest recommendation possible.”
John Carlton
www.John-Carlton.com
What the YU Story actually is
The YU Story isn't your Hero's Journey. It's not a case study. And it's not a before-and-after testimonial.
It's the story that shows how you handle the moment when something turns its head away from you (like my pony did).
Like when a client pushes back against your expertise. Or when someone says no to you and you have to decide how you’re gonna handle it.
Your RESPONSE tells people everything they secretly want to know about you.
That's what people trust.
The YU Story lets them see it without you having to shout it from the rooftops. It just shows them who you are.
And you can sprinkle them everywhere…in your sales pages, emails, social media, even in casual convos.
Here's what happens when you nail this
When your YU Story is dialed in, it does the heavy lifting for you in all the right places.
It filters out people who were never a match in the first place. They read it and think "eh, not for me" and move along. Think of all the time you’ll save by not wasting it on people you shouldn’t be working with!
It builds trust before the pitch. People are gonna form their own conclusions about who you are. They don't need you to convince them. You’re showing them.
It aligns everything else you write. Whether it’s your emails, your sales pages, your social media, or interviews. Once you’ve got the framework down, everything falls into place. No more frankensteining your message together.
Why the YU story?
I see such a need for people to reconnect back to the stories that show people who they are. And I wanted to help.
So I created a 21-day guided email experience that helps you craft your YU Stories so people instantly get why they should choose YOU.
The Spring Edition begins Monday, April 13th.
Each day you’ll get a lesson to teach you exactly how to pull these stories out of you and shape them to show people who you are, build trust, and make money.
You’re invited to email me regularly during this course for feedback and encouragement. I’ll give you suggestions in real time. And it’s super fun.
Don’t worry about wedging this course into your life.
These are just daily bite-sized emails that walk you through the process of finding your YU Story, writing it, and using it everywhere.
The best part is I’m only an email away if you get stuck.
By the end of 21 days, you'll have:
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A handful of YU Stories written and ready to use.
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A library of shelf-ready stories organized by theme so you never run out of ideas
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A trust filter that tells you which qualities your stories should project
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A self-review checklist you'll use forever to know if a story is actually working
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The bridge from story to sales so you stop wondering how to turn a "cool story" into "I gotta buy this"
This isn't about learning to tell better stories.
It's about revealing who you are under pressure and letting the world know.
What's included
Each day, you’ll get an email that guides you through crafting your YU Story step by step. And you can always email me directly with your questions.
If you have any bumps along the way, feel free to email me directly while the course is going on. In a time of AI taking over our creativity, this is your key to building genuine trust. I’m invested in making sure you get this.
This is like a library about your life filled with mini-books about you. This guide helps you categorize your stories using 5 different "shelves" so you always know which story to pull when you need one.
Do you know what you want people to know about who you are? You’ll know when you use this guide. It’s a trust filter that helps you figure out which qualities you want your stories to project.
Go over this brief checklist after writing ANY YU story to know if it's working the way you want it to. You'll use this one forever.
Your stories should make you money. And I’m showing you exactly how to flawlessly weave your story into a sales message. This is the bridge so many stories get wrong when they pivot to sales. But I’ve got your back.
We get rolling on Monday, April 13th.
Here's what you're getting
Total value: $225
Your price today: $47
You get the full 21-day course starting on April 13th, email access to me during the course, plus all four bonuses for less than the cost of the Story to Sales Lab alone.
Even though I’m there to guide you along the way, you might want a deeper look at your YU output. If that’s you, make sure to grab the upsell YU Story Review when you check out.
Here’s how it works…
Send me your story within 21 days after the course finishes. I'll record a video walkthrough showing you exactly what's working, what's not, and how to tighten it up.
Normally that goes for $350. But you’ll be able to add it for just $97.
The Guarantee
If this course doesn't help you craft a YU Story that separates you from the pack, send an email to redhotcare@redhotcopy.com before the course ends to get a 100% refund.
No hoops. No hassle. No questions. You’re fully protected.
You already have the stories inside you
Look, you don't need to invent anything. You just need to see what's been hiding in plain sight.
And when you learn how to tell it, people will trust what they see without you shouting from the rooftops.
Your origin story is already shaping how people see you.
Might as well grab the reins and steer.
Get access to the 21-day YU Story course starting on April 13th, access to me + all 4 bonuses.