These are stories of transformation, and they work great in any market. For example, in the weight-loss market, you might say, “First I was fat. Then I tried Program X. Now I’m skinny.” Or, try this with the dating market: “First I was lonely and unattractive. Then I got Program Y. Now, I’ve got chicks all over me.” Here is a transformation for the making-money market: “First I was dirt poor, living in a box under a bridge. Then I tried Product Z. Now, I have a mansion in Beverly Hills.”
