Real Leaders Tell Good Stories

CopyMonster · 08-06-2009, 01:01 AM

Not that this is new to copywriters but just thought I'd share this short article (from Harvard Business) about stories for those aiming to influence.

How a 2-Minute Story Helps You Lead

Key elements to a good story:
1. Draws on your real past and lessons you've learned from it.
2. Resonates emotionally with your audience because it's relevant to them.
3. Inspires your audience because it's fueled by your passion.
4. Shows the struggle between your goal and the obstacles you faced in pursuing it.
5. Illustrates with a vivid example.
6. Teaches an important lesson.

How can you use these to enhance your stories?

Enjoy

RentItNow · 08-06-2009, 04:49 PM

I am actually using this method now because I am getting better sales with stories as opposed to benefits. What I will be testing:

1) I am writing three stories.
2) Each one shows how 3 of 9 features benefited that client of mine.
3) I will then put a section that lists everything else and my own story at the end.
4) I am also going to test some new call to action methods.

What is funny is the one letter I did entirely based off benefits has bombed and my old letter (before I knew anything about IM) has done well with sales. Makes no sense but live and learn.

I will put results of this later.

Running tests now but IM is pretty slow. Wish there was a faster way to get data.

Btw, I think when you are doing stories, there is something missing between captivating them and getting them to buy. Not sure how to word it but I don't think while I am at a movie that I then have to go buy something right after.

Aronya · 08-06-2009, 05:45 PM

John, I think a part of what's missing may be the connection in the prospect's conscious mind that the story is about him. People connect subconsciously (subliminally?) with a character in a story, but may not ever see that the character's plight parallels their own in some way. They only know that they feel for the character.

I won't speak for anywhere else, although I suspect this holds true most everywhere. In the US, we don't teach our kids to think critically. The closest we come is to give lip service to the adage, "Question authority". But authority figures like parents and teachers don't like to be questioned about their rules and opinions. So, the (I think) natural tendency to decide for oneself if someone else's argument about a subject holds water is being lost. IMHO, it's why we keep electing total fools to public office at every level. They make promises they can't possibly keep, but no one raises a hand to say, "That won't work," and the spiral continues.

So, the missing link in a sales situation would be to simply point out the connection to the prospect; "Do Joe's car troubles remind you of your own? Here's why you should by the new sport sedan from XYZ Auto."

Just my rambling 2cts.
Tim

CopyMonster · 08-07-2009, 01:09 AM

Quote:

Originally Posted by RentItNow

I am actually using this method now because I am getting better sales with stories as opposed to benefits. What I will be testing:

1) I am writing three stories.
2) Each one shows how 3 of 9 features benefited that client of mine.
3) I will then put a section that lists everything else and my own story at the end.
4) I am also going to test some new call to action methods.

What is funny is the one letter I did entirely based off benefits has bombed and my old letter (before I knew anything about IM) has done well with sales. Makes no sense but live and learn.

No one hits the ball out of the park every time. Even the big boys fall flat from time to time.

Quote:

I will put results of this later.

Running tests now but IM is pretty slow. Wish there was a faster way to get data.

Btw, I think when you are doing stories, there is something missing between captivating them and getting them to buy. Not sure how to word it but I don't think while I am at a movie that I then have to go buy something right after.

Be interesting to see the results.

Well, movies don't generally have a call to action which any proper sales letter should have. In general, movies want to sell you on having a good time - whether it is to be excited by the action, thrilled by suspense, frightened by the horror or deliriously happy from the gut busting comedy. That said, some people have changed their lives or parts of their lives based on what they've experienced in movies. Oh and sometimes, you see some cool product used in the film that makes you at least think about checking it out...

But WAIT! I just had a brain fart about merchandising, I mean, yes, it's different from product placement, but whether you're talking about Star Wars, Harry Potter or High School Musical, the merchandising dollars are huge. Granted not every film fits the bill - can't see anyone buying 'The Notebook' coffee mug. But it's there.

MontelloMarketing · 08-09-2009, 11:56 PM

Quote:

Originally Posted by WorldInternetForum

While the story can help capture audience's attention, am not sure if it can drive more sales...RENTITNOW's test and results would be interesting!

You may not be sure if it can drive more sales, but I know for a fact that story does exactly that. I know it because I do it... every single day. You want stats?

Story based squeeze page video... 91% optin rate...
Story based sales letter taking a great product from 97th to 1st on clickbank...
Story based sales letter taking one client from 30-40 sales per day to 300 (every day)...
Story based sales letter converting at 19% in a very tough market where all the competition converts at well under 4-5%...

Yeah... if you're "not sure" about whether or not story drives sales then really... you're just playing around when it comes to marketing.

Jay Truman · 08-10-2009, 07:04 AM

Quote:

Originally Posted by WorldInternetForum

While the story can help capture audience's attention, am not sure if it can drive more sales...RENTITNOW's test and results would be interesting!

Not sure if stories drive more sales?

I got one word: Flog

nontemplates · 08-10-2009, 07:33 AM

Quote:

Originally Posted by WorldInternetForum

While the story can help capture audience's attention, am not sure if it can drive more sales...RENTITNOW's test and results would be interesting!

Don't have to test it. Just think about it. How often have you bought a product based on a friend or family members experience with it? In my experience at least half the time theres been a story around it. A friend relates a positive story about their children's teacher? Its then natural to think maybe you should consider putting your child there. They tell you how nice a neighborhood has been to live in - you see a house listed there for a good price you are more than half way sold.

Intrepreneur · 08-10-2009, 07:53 AM

I heard of a technicque about stories and long copy.

Story below the headline - Benefits above. And try to do this a few times throughout..

While also benefiting the stories :-)

Thanks for sharing.

RentItNow · 08-10-2009, 08:33 AM

Quote:

Originally Posted by MontelloMarketing

You may not be sure if it can drive more sales, but I know for a fact that story does exactly that. I know it because I do it... every single day. You want stats?

Vin, I actually thought of you when I started my new letter. What I don't get is how to do it.

I have something like this:

Alexandra: The Librarian Landlord: Trouble with Tenant.

<here is a brief story about my discussion with her. Her problems and issues where 1, 2, 3.>

<Here are the benefits of my book that will help her specifically (I used three main ones for each story).>

<Here is how to get more information on the book which skips them to the end of the letter.>

David: Real Estate Investment Manager: Need New Ways To Market Rentals

<.....same

I do three stories and more sales info at end.

Will this format work? I am making it look kind of bloggish and posting benefits/featrures in right column as well.

08-06-2009, 01:01 AM	#1
CopyMonster HyperActive Warrior War Room Member Join Date: Aug 2002 Location: The mind of a prospect Posts: 374 Thanks: 8 Thanked 33 Times in 30 Posts	Real Leaders Tell Good Stories Not that this is new to copywriters but just thought I'd share this short article (from Harvard Business) about stories for those aiming to influence. How a 2-Minute Story Helps You Lead Key elements to a good story: 1. Draws on your real past and lessons you've learned from it. 2. Resonates emotionally with your audience because it's relevant to them. 3. Inspires your audience because it's fueled by your passion. 4. Shows the struggle between your goal and the obstacles you faced in pursuing it. 5. Illustrates with a vivid example. 6. Teaches an important lesson. How can you use these to enhance your stories? Enjoy
	Scary good...

08-06-2009, 04:49 PM	#2
RentItNow Aka: John J. Adams War Room Member Join Date: Jun 2009 Location: Windsor, ON Posts: 917 Thanks: 171 Thanked 184 Times in 158 Posts Social Networking	Re: Real Leaders Tell Good Stories I am actually using this method now because I am getting better sales with stories as opposed to benefits. What I will be testing: 1) I am writing three stories. 2) Each one shows how 3 of 9 features benefited that client of mine. 3) I will then put a section that lists everything else and my own story at the end. 4) I am also going to test some new call to action methods. What is funny is the one letter I did entirely based off benefits has bombed and my old letter (before I knew anything about IM) has done well with sales. Makes no sense but live and learn. I will put results of this later. Running tests now but IM is pretty slow. Wish there was a faster way to get data. Btw, I think when you are doing stories, there is something missing between captivating them and getting them to buy. Not sure how to word it but I don't think while I am at a movie that I then have to go buy something right after.
	Marketitnow.info

08-06-2009, 05:45 PM	#3
Aronya Advanced Warrior War Room Member Join Date: Feb 2008 Location: Escondido, CA. Becase San Marcos just wasn't hot enough. Posts: 510 Thanks: 35 Thanked 56 Times in 55 Posts	Re: Real Leaders Tell Good Stories John, I think a part of what's missing may be the connection in the prospect's conscious mind that the story is about him. People connect subconsciously (subliminally?) with a character in a story, but may not ever see that the character's plight parallels their own in some way. They only know that they feel for the character. I won't speak for anywhere else, although I suspect this holds true most everywhere. In the US, we don't teach our kids to think critically. The closest we come is to give lip service to the adage, "Question authority". But authority figures like parents and teachers don't like to be questioned about their rules and opinions. So, the (I think) natural tendency to decide for oneself if someone else's argument about a subject holds water is being lost. IMHO, it's why we keep electing total fools to public office at every level. They make promises they can't possibly keep, but no one raises a hand to say, "That won't work," and the spiral continues. So, the missing link in a sales situation would be to simply point out the connection to the prospect; "Do Joe's car troubles remind you of your own? Here's why you should by the new sport sedan from XYZ Auto." Just my rambling 2cts. Tim

08-10-2009, 07:53 AM	#8
Intrepreneur I.C.Hope War Room Member Join Date: Apr 2009 Location: Northern Ireland Posts: 2,515 Thanks: 446 Thanked 227 Times in 181 Posts Contact Info	Re: Real Leaders Tell Good Stories I heard of a technicque about stories and long copy. Story below the headline - Benefits above. And try to do this a few times throughout.. While also benefiting the stories :-) Thanks for sharing.
	I want a good keyword researcher, not for min sites but for tech articles. Hit me up if you've got those skillz!