Is it ok to write Story Type Articles ? Are They Legal ?

[Spencer Jones]

Story model articles are very attractive and converts well, but I rarely see the model being used. May I know, if such kind of article are illegal if the stories are not real and are cooked up? When I went for expert advise regarding using such kind of articles for promotion, I got the reply that, if the stories are real, then I can go ahead, or else it can hurt.

If anyone can give a solid answer regarding this issue it will be helpful.

Thanks...

[Allen Graves]

I don;t understand completely.

Are you talking about complete and obvious fiction? Or do you mean making up white lies to make your stuff look better?

Allen

[Spencer Jones]

This is what I mean by story type article...

Something like, picturing a character (eg.Joe), who had the problem, who stumbled upon the the product we are promoting (solution) and got the problem solved. And thus recommending the product as the solution to the problem the reader is going through.

[mgkimsal]

IANAL, but I think it's pretty safe to say that most of the stuff we see on TV isn't 'real' in ads. Just looking at some tech magazines here, is the woman in the picture *really* happy that her company saved $30,000 in licensing costs by going with vendor A? Somehow, given that she's stock photography I've seen everywhere before, I don't think so.

If you couch stuff appropriately, indicating that the scenario is fiction, I'm all for it. Using "imagine" a few times would be fine in my book.

"Imagine Joe needs to limit spam at his company. His bosses aren't happy, the computers are slow, and everyone's losing productivity due to the virus checkers working over time. What's Joe to do?"

Then talking about a product, and how it could make Joe's life better, is perfectly fine. It helps paint a picture and frame stuff as to how it applies to a real world person, even if that real world person isn't 'real'.

[travlinguy]

Here’s my take on using stories. Obviously, it’s best to be able to give a 100% accurate account of someone who has benefited by using a particular product or service. I’m a big fan of the story format for selling. And I’ve often been able to give factual accounts of myself and friends benefiting from particular products.

But you can certainly use stories to sell without lying. Let’s say that you’re promoting an Internet Marketing business model… let’s say the plan is building a massive list that will produce lots of passive income over the long haul. And let’s also say that to do this will take dedication, perseverance and action… That’s your hook right there.

And finally, let’s say that you want to use the story format but you haven’t personally been successful with the actual business model in question. Can you still use the story format to promote the opportunity without lying? Absolutely. The first requirement is to determine if your client is legitimately successful with the model.

Once you’ve determined that it can actually be done, and that your client has documented proof of such, a skilled writer will simply look around and pick an existing story and tie it to the product.

For example, one of my business mentors was Robert Allen. He wrote Nothing Down, a book describing how anyone could buy real estate with little or no money out of pocket. It was published in 1980 and held the record for the most successful financial book for many years.

Okay, there are actually two stories here. One is how he went into the residential real estate marketplace and learned the creative financing techniques to make millions. Remember what I said above. The business model you want to promote will take dedication, perseverance and action. So you tell Robert Allen’s story.

You show how he learned the creative financing techniques, found investors, negotiated with motivated sellers, fought the fight, got knocked down many times but kept getting up, and finally, success. You might do the same thing for how he got his book to bestseller status.

A skilled writer can tell almost any compelling success story and when he draws to the part where he’s going for the call to action, relate that whole experience to the product he’s writing about. If you’ve done a good job of storytelling, the reader was drawn in and absolutely had to know how it turned out. And he’s been rooting for the character because that character is himself as much as it is the guy in the story.

And when it’s time to close, you simply relate your character’s quest to the business at hand, which is getting him to buy your business model. If the guy in the story could do it with all he had to go through, I can certainly build a list and create passive income. There are many approaches to selling with stories and you never have to lie.

Being able to paint one picture and then shift gears to your own product takes experience and a pretty developed set of skills. That’s why there are so few people who do it. Good luck!

[Alexa Smith]

Originally Posted by Spencer Jones

May I know, if such kind of article are illegal if the stories are not real and are cooked up?

In all the countries I know about, that would definitely be illegal, yes.

In the UK, for example, it would be "obtaining a pecuniary advantage by deception" (Theft Act).

In the US, it's certainly illegal too, and obviously contrary to the FTC's guidelines and procedures as well.

Obviously, different countries have slightly different laws about lying to people to get them to buy things, but I'll be very surprised indeed if there's a country where it's legal. (Whether one would actually be prosecuted for it is, of course, as ever, another matter).

[Spencer Jones]

How about making a note like this...

[Note: All characters and incidence in this article are imaginary]

Is there anyone doing it and successfully getting good results?

[marciayudkin]

In all the countries I know about, that would definitely be illegal, yes.

In the UK, for example, it would be "obtaining a pecuniary advantage by deception" (Theft Act).

In the US, it's certainly illegal too, and obviously contrary to the FTC's guidelines and procedures as well.

Alexa,

It's important to make a crucial distinction here. Based on my experience in journalism going back to 1981, here's what I would say. (I'm not a lawyer, though, so if this is an important situation with a lot at stake, always consult a lawyer.)

Are the "story type articles" intended to inform, entertain or sell?

If they're intended to entertain, they are clearly OK.

If they are intended to inform, they are not necessarily illegal. There are many situations in which for educational purposes people tell stories that are not true as written. Examples or stories might be composites or be untrue in minor details.

Legitimate publishers usually indicate when this is the case and provide the reason for it, such as to protect the privacy of those involved.

However, there are many publishing situations in which stories and scenarios are made up to make a point and it doesn't matter much because the story only illustrates the general point. Disclosures about whether or not the stories are true are not required by law.

Nevertheless, readers can get outraged and upset when they find out that a magazine story they took as true was not, and they take it out on the publisher and the author.

And now we get to story telling in a selling context. You are definitely NOT allowed to use fake stories in ads where that is deceptive. In other words, if the reader would be making a buying decision based on the assumption that the story is true, and yet it's not, then in the U.S. and most countries, that is illegal.

If it's clearly a fable, like the story of the tortoise and the hare, though, then that's fine.

I hope this helps.

Marcia Yudkin

[Spencer Jones]

Originally Posted by Alexa Smith

In all the countries I know about, that would definitely be illegal, yes.

In the UK, for example, it would be "obtaining a pecuniary advantage by deception" (Theft Act).

In the US, it's certainly illegal too, and obviously contrary to the FTC's guidelines and procedures as well.

Obviously, different countries have slightly different laws about lying to people to get them to buy things, but I'll be very surprised indeed if there's a country where it's legal. (Whether one would actually be prosecuted for it is, of course, as ever, another matter).

Then why aren't the TV commercials affected by these rules?

[Kay King]

A story is fiction and fun to read - but if a fictional story is used to sell, that's not good.

TV commercials - all ads - are affected. Some info commercial sellers have found themselves in serious legal hot water due to telling "stories". There are truth-in-advertising laws.

Basically:

Under the Federal Trade Commission Act:

• Advertising must be truthful and non-deceptive;
• Advertisers must have evidence to back up their claims; and
• Advertisements cannot be unfair.

More info at Frequently Asked Advertising Questions: A Guide for Small Business

IANAL but I thought most consumers knew the basics of such laws - if you are a marketer, you definitely need to read up on it to protect yourself.

kay

[Alexa Smith]

Originally Posted by Spencer Jones

Then why aren't the TV commercials affected by these rules?

We've had this debate here so many times, Spencer. Try the search function. There are slightly different rules for TV commercials, because the public is deemed to understand that actors are employed on TV to say other people's lines. (The stories themselves still have to be true, though!).

You may not like it, but that's how it is.

As Kay says, you really need to read up on this, if you're trying to do online marketing and haven't quite grasped yet that deception isn't a good thing.

Originally Posted by marciayudkin

Are the "story type articles" intended to inform, entertain or sell?

Originally Posted by marciayudkin

If it's clearly a fable, like the story of the tortoise and the hare, though, then that's fine.

And if you're telling your children a goodnight story, that's fine, too. We're talking here about stories that are part of the sales process, Marcia. It's an internet marketing forum and that was clearly the context of Spencer's question.

[TheRichJerksNet]

I once written up an entire story article which was based on a fictional characters. The story while it was more of educational/learning based on not giving up and keep on trying and directed more towards children. It did convert very well but it was also layed out very well...

I created a complete look and feel of a book, meaning pages had arrows at the bottom right side to be turned. I placed strategically small (not over-powering) image ads on a few pages which was fully related to the story. I had those ads open in a new window so the reader would not get lost and be able to finish reading even if they did click on an ad.

2 things to note here, while it was written to be directed towards children, many parents read the story along with their children and this is where it converted well. The parents would see something related (such as learning software) and check out the offer and purchase.

I really did it as a test but went over very well... There is nothing illegal about writting up a fictional story.

James

[marciayudkin]

Alexa, the heading for this question reads, Is it ok to write Story Type Articles ?

It doesn't read, Is it ok to write Story Type Sales Pages?

So what I wrote was definitely appropriate and in response to the original question. Articles can be written to inform, entertain or to sell. Even Internet marketers write articles to inform rather than to sell. And there's no need to get nasty in your tone.

Marcia Yudkin

[SuzanneR]

If you have a real person in mind, why not use an interview format (e.g. Q&A)--so they can tell their story in first person?

As long as you are not misquoting--or putting words in their mouth--I'd think that would be ok.

I'd try to get permission to use their real name...and if they didn't want to, I'd include a note in the article that the person asked not to have their real name used.

[Alexa Smith]

Originally Posted by marciayudkin

there's no need to get nasty in your tone.

I apologise unreservedly if what I said was open that interpretation: I'm embarrassed to admit that it never even occurred to me as a possibility that my words could come across that way; please excuse me.

[Kay King]

Titles can be deceptive - it's important to answer the question asked by the op.

I went for expert advise regarding using such kind of articles for promotion, I got the reply that, if the stories are real, then I can go ahead, or else it can hurt.

Clearly the "articles" he is asking about are to be used to promote. Not the same as writing fiction.

kay

[Michael Stuart Kelly]

I think using common sense is the best way to go. If you give the impression that the story is about a real person that actually happened, I don't know what article directories will do if you are found out, but you will damage your credibility with your readers over time.

But if you take the line of something like, "Imagine Joe... You already know him. He could be any one of us... His problem is that he was never able to... yada yada yada..."

It's pretty obvious that this is a fictional person. I personally think this kind of stuff is great in a nonfiction article to illustrate a point.

Remember the lesson of A Million Little Pieces by James Frey. He sold this fiction as a real-life memoir, went to No. 1 and got caught. He still has some kind of a career, I guess, but I won't ever read anything by him again. I have no doubt oodles of other folks feel like I do.

Although an article on EZA (or similar) is not a national best-seller, it is a public piece of your life—or your pen name's life. You have to evaluate how valuable your reputation really is and whether it is worth risking it.

I think credibility is extremely important. So my own choice is to either shoot straight or competently spell a good yarn and make sure it is understood as such while still getting my message across.

(Think about Dave. Let's say he is a typical beginner at article marketing. He used to put hours and hours of hard work into writing his articles, but hardly anybody would read them after they were up. Each time he submitted an article, he waited for results, but nothing much ever happened. Sure, he would get three reads or so, but that's not a business.

It became really galling and he started doubting himself. He thought, why bother if rejection's the payoff? Maybe I'm just not good enough. So one day he decided to... )

Michael

[Spencer Jones]

Originally Posted by Michael Stuart Kelly

But if you take the line of something like, "Imagine Joe... You already know him. He could be any one of us... His problem is that he was never able to... yada yada yada..."

It's pretty obvious that this is a fictional person. I personally think this kind of stuff is great in a nonfiction article to illustrate a point.

Thanks Michael... It's a good idea...

[Michael Stuart Kelly]

Spencer,

You could even take an example from Chris Knight (the head honcho of EZA). He produced charming little 10-part video series called “Top 10 Reasons for Article Rejection” (you can see them all here).

There is a stick-figure in the videos named Gary who's kind of dorky, but he has his little dramas and gets the idea across in a very clear manner.

So if the boss is doing it, why should you (or me or anybody) worry about it?

Michael

[Kay King]

LOL - good points. Reminded me of an old article called "Wandering Wanda" about IM newbies jumping from one thing to a next. Great story and made a good point - but it wasn't about one product but was a promotion for a site helping newbies.

[affilcrazy]

Spencer,

Some of the most entertaining articles i have read have been on this whole "How To Get Your Ex Back" phenomenon that seems to have swept through affiliate marketing over the last couple of years.

I came across hundreds of articles by fellow Warrior and original "bum marketer" Travis Sago written in a story type fashion. I'm sure Travis won't mind (if it get's him more affiliates!) if you go and check out his alias T.Dub Jackson on EZA. Many of his articles are in story-type fashion, where Joe has dumped Liz and Theresa wants John back, etc, etc.

Cheers
Partha

[dv8]

Are you referring to advertorials?

If so, I used them with great success in the offline world...in something completely unrelated to marketing/IM.

It is made to look like an article in the newspaper or magazine. It's very effective. You do have to put the word "ADVERTISEMENT" on it to be legal. Usually it's just in a small font in the middle of the page in either the header or footer area.

[Spencer Jones]

So here are some ways I learned from this thread to make a cooked up story published on the web without any problems...

by Michael Stuart Kelly
But if you take the line of something like, "Imagine Joe... You already know him. He could be any one of us... His problem is that he was never able to... yada yada yada..."

by travlinguy
A skilled writer can tell almost any compelling success story and when he draws to the part where he’s going for the call to action, relate that whole experience to the product he’s writing about.

by mgkimsal
Using "imagine" a few times would be fine in my book.

"Imagine Joe needs to limit spam at his company. His bosses aren't happy, the computers are slow, and everyone's losing productivity due to the virus checkers working over time. What's Joe to do?"

by dv8
put the word "ADVERTISEMENT" on it to be legal.

by marciayudkin
If it's clearly a fable, like the story of the tortoise and the hare, though, then that's fine.

and also I can do it by saying this before or after the article.

by me
[Note: All characters and incidence in this article are imaginary]

What other ways can you suggest ?

Thanks...

[Michael Stuart Kelly]

I just noticed that mgkimsal essentially said the same thing I did, except he said it first. Sorry. I didn't do this on purpose. That's what happens when you skim too fast...

At least it's good advice. Imagine if we were endorsing a turkey...

Hey! Now there's an "imagine" story...



Michael

[Spencer Jones]

Originally Posted by Michael Stuart Kelly

I just noticed that mgkimsal essentially said the same thing I did, except he said it first. Sorry. I didn't do this on purpose. That's what happens when you skim too fast...

At least it's good advice. Imagine if we were endorsing a turkey...

Hey! Now there's an "imagine" story...



Michael

No problem Michael... It can happen...

[Scott Million]

Spencer, was this spawned from a particular product or just curiosity?

There's a very popular product on the WF that, while most benefit from it's ability to SNIPE keywords hint-hint, it's really a phenomenal demonstration of character marketing.

For example, if I wanted to sell a weight gain product I would 'pose' as a male in his 20-30's who was ripped, used to be puny and made fun of, but now gets all the girls.

This would be reflected in a story and how "X product" made the difference ("X product" links right to the vendor page with the aff. link.)

Do I do this type of marketing? Yes.

Could I get nailed for it? Maybe... I don't know how many commercials I've seen in the US with people posing as if a product worked for them, when they're clearly actors (and there's no disclaimer). Enzyte (a penis enhancement pill) has one commercial that comes to mind that's always on late, and there's a staged couple who talk about how much longer they last in bed and how much better their lives are...

Seems to me if THAT's okay, then character marketing is by far good to go... however, despite some of the comments above that say "common sense is the best way to go", that's not going to hold up if you do get pursued. Always consult a lawyer... I'd bet they say, "no"...

Will I still do it regardless? Yea, I privately register those domains, though, and the pictures I use look like real people... so it would take a pretty good site investigotor to pick up on the legitimacy factors...

My two cents...not too 'conclusive', though

[Nathan Alexander]

Stories can be used in many, many ways.

The best part about stories is that they allow some very important techniques to be used - the use of imagination and emotion.

Both are extemely powerful tools when used right. Great copywriters do it intentionally and quite often unconsiously as well.

Michael Stuart Kelly brings up a great idea. What he said as an example does so much with so few words.

Remember, stories are facts wrapped up in emotions.

They're powerful because they fly under the radar and ignite the emotions of your audience. If you choose the right story, you can virtually chose which emotions they feel at your discretion.

Of course, I am NOT talking about making anything up - you should not do this if you're deceptive about it. Or you are obviously telling something fictional and it's to be taken at such.

But, for example, say if you want to invalidate competition or any other option for your product or service. You can do a few things.

Joe Sugarman has a great example in one of his books. I believe he's talking about a thermostat that is ugly - but great in performance and advantages.

So instead of running from the obvious objection, that it's hideous to look at, he turns it to his favor by calling it out and bringing all the attention to it's ugly design and how his team hates it.

But then, he tells the 'story' of how they tried it, loved it and so on.

I'm abbreviating it quite a bit so I hope it hasn't lost it's point. But he does it well in his ads. He didn't ignore something obvious that might stop people from purchasing it. He gains trust by admitting a major flaw, and then he tells the story of how well it performed.

And again, I'm allowing 'story' to be vague for my use, using it to describe compelling copy with a lot of emotion and painting of pictures the prospect can feel.

Stories, analogies and metaphors are a great way to persuade gently, as in, with the prospects permission.

Stories are a pull strategy, not a push strategy for influence, and that's why they can be so powerful.

[jimmyab]

Hey Spencer everyone loves a good story cos it hits their emotional triggers if you get it right and you can then lead them further.

And if they are fictional thats ok - provided your 'story' is based on fact. If John makes an incredible living online and you call him Al and describe all the benefits you think he's getting - even though you dont know him - no problem!

When you start making false claims though - how he makes 500k from this and hes only doing 25k - well you get it right?

Good stories sell and are a big part of good sales copy

[Spencer Jones]

Originally Posted by Scott Million

Spencer, was this spawned from a particular product or just curiosity?

I personally like the story type articles, they are really attractive and attention grabbing. So I want to know if there is any loophole for me to try writing such articles without getting in to trouble...

Originally Posted by Scott Million

Will I still do it regardless? Yea, I privately register those domains, though, and the pictures I use look like real people... so it would take a pretty good site investigotor to pick up on the legitimacy factors...

I wouldn't do that, especially when you know stories of Internet Marketers getting arrested for doing just that...

Perry Belcher: Mr.Cure All arrested and charged with con

Perry Belcher – The Arrest of an Internet Marketer : Internet Law and Business Blog

[Don Schenk]

For many years now the Wall Street Journal has used a fictional story to sell its newspaper. The story is about two guys who were friends, attended the same schools, but many years later one of them was wildly successful while the other one wasn't.

The successful one had been reading the Wall Street Journal for all the years, and the unsuccessful one hadn't.

Conclusion - Read the WSJ and be successful.

:-Don