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Analysis Of The Story ' Baby Jessica '

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21. Personalize your product with a story If you’re old enough, you probably remember the story of “Baby Jessica ”. The story of 18-month-old Jessica McClure was in 1987. She was running behind her aunt’s house one day and fell into a deep hole that was from an abandoned oil rig. It was only 8 inches in diameter, barely big enough for her to fit so she was wedged in tight and she had gone 22 feet down into the hole. Within a few hours, the whole nation was glued to the TV as the fire and rescue guys tried in vain to rescue her. Finally, after 58 days, they got her out and remarkably, she only received minor injuries. Everyone responded to the aid of this little girl after her rescue. Her mother received over $700,000 in donations and a television movie was eventually made about the event. The point is that people will respond more favorably to something that is identified to them. If this had been a general story about how several children have fallen into abandoned oil rigs in Texas over the years, it wouldn’t have gotten even close to the attention that Baby Jessica received. It was because everyone felt like they knew this little girl. Find a story pertaining to your product. If you can’t find a good one, take one that you do find and embellish it a bit. I don’t mean lie, that could come back to haunt you. I mean do as they do with movies that are based on a true story and make it more appealing and personal. One way to find a story is to research case studies. For

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