It was nothing new or cheeky. In fact, the very realization that we, human beings, love hearing stories. I want to share few of the starting lines from the email:
SumoMe, Copy Hackers, Drip, Unbounce & Uberflip walk into a bar...
Copy Hackers says, "Guys, I just can't deal with it anymore."
Stunned, the crowd turns to the typically cheerful Copy Hackers for explanation...
"I refuse to go on. A world with sub-par email copywriting just isn't a world I want to live in anymore..."
"Aye," affirms Unbounce.
"Woe to the email world," echoes Uberflip.
"So many dollah-billz left on the table," affirms the conversion-savvy Sumo.
And the story went on and on until a call-to-action.
This fascinating email made me recall a famous metaphor I once read somewhere "Words tell. Stories sell."
So what exactly does it mean? Are we, humans, wired in a way to respond to stories well? May be because, in our childhoods, the best thing was listening to a story from our grannies(this is me,lol!). To answer my queries I went on to do a little research on human psyche(when it comes to story-telling) and the implication of stories in marketing and all. Here is my take on how we can use stories to level-up our businesses and portfolios:
Although there might be several applications of how we can incorporate stories in our copies, I have found three of them to be on top of my list.
1. Your Personal story
I had rather debate on replacing "about us" pages with the word "story"! People want to hear your struggle. YOUR STORY OF SUCCESS. For business owners, this is the best way to establish a personal and emotional connection with their potential clients. Stories connect us. In fact, research has shown that 65% of our conversations are based on story-telling. I could not find a greater example of personal story implication in marketing world than the very famous Chanel brand video, which beautifully describes the harsh struggle of its founder Coco through the years. I strongly urge you to please do have a look and share your thoughts on this:
Telling your personal story on sales pages, blogs, portfolio websites, and brand videos are one of the best ways to establish authority,trust and relatability with your audience.
2. The "tipping point" story.
The point where you met the solution you have been looking for so long. Or you met a "guru" that solved your problem and now you are here to tell everyone how it took place. It applies perfectly to things like "a secret recipe" you found in an age-old Arabic book and how it has dramatically controlled your hypertension blab bla. Possibilities are limitless (however, stories don't give you a license to lie).
The chain in such a story-telling goes this way:
You desperately needed a solution for a problem.
You met an "angel" who provided a great solution.
Now, you are here to tell this to the world (your product).
(With the excessive use of such stories, especially in health and weight loss industry, it is losing its charm - turning into more of a sugar-coated rhetoric).
3. A Historical story.
This story-type revolves around quoting any historical event from past that signifies the importance of your product. Ben settle, one of the copy writers I follow, once used an example of ancient roman fighting and grappling with lions to sell a grappling program to oldies who feared sweat and struggle. It worked wonders for him!
WF members, when it comes to selling, what are your views on importance of stories? Do you think it's powerful enough to move people? Or the concept is too old now (people getting immune to it)? I would like to end this thread with a beautiful story that made Wall street journal over $2 billion Dollars. Billion with the B.
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both - as young college graduates are - were filled with ambitious dreams for the future.
Recently, these two men returned to college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.
(And then the writer explained what made the difference and finally pitched readers with a call-to-action).