How To Use Stories To Sell - 10 Tips ...

[Raydal]

An effective and compelling story is one of the most powerful
devices in sales letter writing. There is seldom a successful
direct marketing piece without one. I've seen this for my most
successful sales copy and that of many other high-converting
direct marketing pieces.

I'll like to share with you 10 tips on using stories in your
advertising copy. Use them and see your bottom line balloon.

1. A story can be used to identify with your target audience and
make them feel understood and sympathetic to you and hence your
product or service. For example if you have been struggling with
an obesity problem and found a solution, you can tell a story
about your early struggles and your great discovery.

As your prospects read the story describing a familiar challenge
they can say, "Yes, I understand what you are talking about. I
know just how you FEEL." Note that feeling or emotion is a very
important element here.

2. A story is much easier to read than just plain cold facts.
One main characteristic of a good sales letter is its readability.
No big or confusing words just simple words so that even a child
could understand it.

Except your target audience is high on the intellectual scale
then you should keep it simple. Even if you think your readers
are very sophisticated readers you should still aim for
simplicity. Just allow the simplicity of your vocabulary to be
prominently eminent.

3. The story should be chosen so the reader will be called to
identify with the hero of the story. An individual who overcame
great odds or made the decision you want your prospects to make
and realized the results your product or service is promising. In
fact, customer testimonials are really small stories in this
respect.

4. A story will be remembered much longer than any
other form of teaching. Long after you may forget those facts you
learned in school you can still recall the stories you learned in
kindergarten. So you can make your sales message memorable by
using stories.

5. A story should NEVER be boring. If there are no surprises,
conflicts, obstacles, suspense, a plot and all the crucial
elements which comprise a great story then it's best to leave it
out.The last thing you want to do is bore your readers. The
ongoing debate about how long a sales letter should be can always
be summarized I think by saying that length is never a problem
but being boring is.

6. Never include a story just for a story's sake.
This could detract from your sales message rather
than enhance it. If the story doesn't help to make your message
clearer or simply tells a different message, then it's best to
leave it out as this will simply confuse your readers. 7. A
great way to structure your sales letter is by starting with a
story and then ending with some element of that same story. This
takes your letter full circle and creates resolution in the
reader's mind. If you read TIME magazine you'll find that
almost all of their main article writers use this technique.

8. Make the setting of the story as universally accessible as
possible. In other words, write about common life situations.
This includes school, family living, play, human aspirations to
improve, music, love etc. You don't want to demand a lot of
imagination from your readers as in a science fiction. You want
to keep it as real as possible.

9. All your stories don't have to be original to you or unknown
to the reader. You can indeed use a familiar story to make a point
you know the reader will agree with. This includes popular stories
found in the culture of your target audience. Even fairy tales will
do well here.

For example, to show the importance of persistence over speed you
may recall the story of the hare and the tortoise. In this way
you'll resonate with the ‘yes' that's already in the
readers' mind.

10. Use references from popular items in the headline news.
This is one very effective technique because it not only gets
attention but you are joining the conversation that is already
in the readers mind.

Drawing metaphors from popular news items is one creative way to
engage your readers. Any letter must be able to break into the
present mindset of the readers to take them on the journey of
your choosing. Using a popular news item makes this so much
easier to accomplish. Just study all the great teachers and
philosophers in history and you'll see that they were also great
story tellers. Many of those stories have survived for thousands
of years and haven't lost their original effect on the reader or
listener.

So can your sales message.

-Ray Edwards

[AlanCarr]

So do you have any stories on this subject?





B.

[DominicTFY]

Hey Ray,

How about providing some templates when writing stories?

[Raydal]

Originally Posted by DominicTFY

Hey Ray,

How about providing some templates when writing stories?

I'm not sure if you are asking for a template for the sales letter or just
for the story. A 'template' for a story will be the PLOT.

Here as great summary on story plots ...

Tameri Guide for Writers: Plot and Story

Most stories in a sales letter will highlight a conflict/problem overcome
by the hero of the story through use of your product or service.

For example, if you are selling a PPC software tool, you may tell
a story about the amount of money and time you wasted until
you had this tool developed.

Some stories can just be used as lead-ins or attention getters or
bridges to your main sales copy.

-Ray Edwards

[Sarah Johnson]

Thanks for the useful post.

Stories are a great way to connect with your reader. To get their feelings flowing and illicit emotions. Making your reader feel like you know where they are coming from is essential in selling anything.

~Sarah Johnson

[Brad Fisher]

Thank you for the insight Raydal!

[dorothydot]

This is quite a wonderful tip. Everyone loves a good story.

Also, you can break your story up into segments... and stop it at various points to discuss your product, then resume for another couple of paragraphs and stop again for your sales pitch, etc. Then end with everyone happy from how your wonderful widget solved the terrible problem.

For example, say Jamie is summoned to see his boss. Boss sternly tells him his work isn't up to snuff and Jamie is, uh, let go. [cut to your resume-writing service] Now back to Jame reading your space ad in the paper for your top-grade resume writing service - visit your website for more info. He does, likes what he reads, and contacts you. [cut back to credentializing you for your superb skills and work experience allowing you to write the best resumes] At the end, Jamie hands the interviewer his resume, the lady reads it and hires him on the spot.

Here's another related tip: use a simple scenario instead of a full storyline. This lets you introduce several different instances of how your widget solved the problem for several different types of prospects.

For example, sunglasses. Henry is a fisherman. He needs sunglasses to see his line through the dancing sparkles of sunlight on the water. Jenny has to drive her kids to all sorts of places - music lessons, soccer games, library, and so on. Bright sunlight blinds her when driving in the evenings, so she must have just the right kind of sunglasses for the safety of those she loves riding with her in the car.

You get the idea. This scenario technique can easily be as powerful as the storyline. And it's equally as fun as writing a quick story.

Both are compelling, effective techniques.

Words are great for painting pictures of happy consumers and great products!

Hope this helps,
Dot

[DominicTFY]

Originally Posted by Raydal

I'm not sure if you are asking for a template for the sales letter or just
for the story. A 'template' for a story will be the PLOT.

Here as great summary on story plots ...

Tameri Guide for Writers: Plot and Story

Most stories in a sales letter will highlight a conflict/problem overcome
by the hero of the story through use of your product or service.

For example, if you are selling a PPC software tool, you may tell
a story about the amount of money and time you wasted until
you had this tool developed.

Some stories can just be used as lead-ins or attention getters or
bridges to your main sales copy.

-Ray Edwards

Thanks Ray but I was looking more towards a template like: "In an early summer morning, 2 young men graduated from the same class. They were in many ways alike - blah blah. But there was one difference..."

[Raydal]

Originally Posted by DominicTFY

Thanks Ray but I was looking more towards a template like: "In an early summer morning, 2 young men graduated from the same class. They were in many ways alike - blah blah. But there was one difference..."

OK, I see what you mean. This would still turn out to be a plot.
I know some copywriters who would use that story and "adjust"
it to suit their purpose.

Like, one day there were two Internet Marketers and they both
1, 2, 3, and 4 but one made millions while the other struggled to
pay the rent. What was the difference?

Although some stories are hypothetical, most stories are true and
so cannot be 'templated'.

-Ray Edwards

[Raydal]

Originally Posted by simplicity4real

Thanks Raydal For the useful "tutorial".Really love it.
A good story simply causes a flow from page to page-from the headline and finally to the "order button".It's all about about getting the visitor's attention. Making him agree that you actually know what you are talking about.

For sure, keeping attention is one of the key reasons for using stories
and this also provides a very subtle way to persuade the reader. When
you relate facts the prospect may not agree with you but it's hard to
'disagree' with a story.

-Ray Edwards

[Jay White]

Excellent insights Ray. I also use the storytelling technique as the basis for my email and autoresponder copywriting method (see sig). I've found that stories almost hypnotically pull a reader in while helping to soften the "he's trying to sell me something" wall that tends to pop up.

Great read--keep 'em comin'!

[Raydal]

Originally Posted by Jay White

Excellent insights Ray. I also use the storytelling technique as the basis for my email and autoresponder copywriting method (see sig). I've found that stories almost hypnotically pull a reader in while helping to soften the "he's trying to sell me something" wall that tends to pop up.

Great read--keep 'em comin'!

Hi Jay,

You're still alive? Haven't seen you in these parts or anywhere
for some time now.

For sure these are principles that can be used for emails as well
as sales letter writing. People will never tire of a story.

-Ray Edwards

[David Raybould]

Hi Ray,

Thanks for a great post, very interesting.

I've enjoyed your posts a great deal lately, thanks buddy!

David

[Jay White]

Originally Posted by Raydal

Hi Jay,

You're still alive? Haven't seen you in these parts or anywhere
for some time now.

For sure these are principles that can be used for emails as well
as sales letter writing. People will never tire of a story.

-Ray Edwards

Heh heh...yeah, I know. Been hiding away in my cave, cranking out emails and autoresponders for a select group of clients. Got a break last month and finally put together my own how-to on the subject (see below). Now, back to the grindstone.

Hoping to do more live speaking on email copywriting. Did a gig at Schefren's private GPS coaching seminar last month and got rave reviews, which was cool because it was my first time EVER presenting. So keeping the fingers crossed that there's more to come.

Maybe I'll see you at one of these. You can sit in the back and laugh hysterically.

[Raydal]

Originally Posted by Jay White

Heh heh...yeah, I know. Been hiding away in my cave, cranking out emails and autoresponders for a select group of clients. Got a break last month and finally put together my own how-to on the subject (see below). Now, back to the grindstone.

Hoping to do more live speaking on email copywriting. Did a gig at Schefren's private GPS coaching seminar last month and got rave reviews, which was cool because it was my first time EVER presenting. So keeping the fingers crossed that there's more to come.

Maybe I'll see you at one of these. You can sit in the back and laugh hysterically.

Now here is a great use of a story to sell. Note here what Joe Vitale
refers to as the denotation and connotation of a story--that is the
obvious meaning and the 'hidden' hypnotic meaning.

Now Jay relates a story about what has been keeping him so busy
and away from the forum (that's the denotation part) but the
connotation part is that "if you want great autoresponder series
written contact Jay because even the 'big guys' use him".

The story works much better than the direct command to 'buy from me'
because you convince yourself about the 'get Jay' part.

-Ray Edwards

[CoffeeWithRyan]

I would prefer to use the concept of a Transformation
Mechanism (coined by Joel Bauer, one of the world's
top platform sales closers.)

Evidently, you take what can be familiar to your
prospect, and present it in a different light.

You then take your prospect from his stubborn point of
view, and present it in the same manner of
re-interpretation.

The Transformation Mechanism can be anything. It can
be a mind trick, a story, a re-interpretation. It depends
on how well you can connect them.

It happened many times in some of John Carlton's
swipes, if you look closely.

[markpocock]

Presenting a story as Jay did is "showing" and not "telling".
Showing is more powerful.