Richard Kessler built one of the most famous stores in America.You might remember his name from the Monday Morning Memo about origin stories published on March 20, 2017. Here is Kessler’s origin story in a 60-second radio ad:My Dad was a house painter. He taught me to sand and scrape paint until my fingers were aching and raw. But I wanted to make him proud, so I always worked hard. I’ll never forget the day we opened our brown bags at lunch time and he said, “Son. I’m proud of how hard you work, but I hope that someday you’ll get a job where you can wear a tie.” And because I wanted to make him proud, I decided to open a jewelry store. I watched as my Dad took his last seven hundred dollars out of his sock drawer to help me get started. But he never got to see that store.  He died just before it was open. I lived on wieners and beans for the next 11 years until I finally figured it out:  Lose the tie… And be a regular guy just like your Dad.  That’s when things turned around for me. I’ve been sharing the story of that 700 dollars with young entrepreneurs in High Schools and Colleges for years. America’s newest and best Kesslers Diamond Center is about to open in front of Cabela’s next to the Rivertown Mall in Grandville. I’m Richard Kessler, and I’m hoping to become your jeweler.Richard Kessler is a celebrity in his hometown of Milwaukee, with 50% of the population of that city having heard at least 3 of his radio ads every week, fifty-two-weeks in a row, for the past 30 years. Richard’s daughter, Monica, was his sidekick on the radio for 5 years, then became the principal voice of the Kesslers ad campaign when Richard retired.But Richard Kessler also has a son.Hi, I’m Rob Kessler, yeah that Kessler, son of Richard and brother to Monica. I invented a new kind of shirt that makes guys look fantastic.  You’ll see what I mean the moment you look in the mirror after trying one on. “Wow! Is that me?” And you can try one on right now at Harleys Menswear. My company is called goTieless and your new shirt has my patented, Million Dollar Collar. Shirt-makers all over the world are trying to license the Million Dollar Collar, but I’m not sure I want to do that. But I AM sure I want you to see yourself in the mirror wearing one. Average dress shirts were designed to be worn with a tie.  goTIELESS shirts are designed to make you look like you’ve been spending time in the gym. Seriously, go to Harleys Menswear and try one on and look in the mirror.  WOW!! My website is goTIELESS dot com. You’re going to look AMAZING in the casual dress shirts I designed for you.  goTIELESS dot com. Dad says “Hi” by the way.  For real.  goTIELESS dot com.Line 1: Introduce the unknown and unfamiliar by relating it to the known and familiar. “Hi, I’m Rob Kessler, yeah that Kessler, son of Richard and brother to Monica.”Line 2: Replace predictable words with unexpected words that mean the same thing.Not “I designed a shirt…” but, “I invented a shirt…” Also, bring the customer into the picture by saying “…that makes guys look FANTASTIC.”Line 3: Amplify the customer’s curiosity by putting them squarely in the center of the picture you’re painting. “You’ll see what I mean the moment you look in the mirror after trying one on. ‘Wow! Is...