Life story in sales copy!?

i personally do not believe that every sales copy needs a life (his)story.

the most important thing - to me - is establishing proof in your sales copy

hope this helps

This works great in the business opportunity market. People
want to know they are buying from others who were on the
same path that they are now trying to walk. Builds empathy
and helps the prospect to sell into the idea that if you can do
it they can so it as well.

-Ray Edwards

Marcus, I try to use it in every single letter I write. Like Ray was saying... it builds trust, credibility, likeability, empathy, compassion, etc...

Most people buy from those they like and trust... and who they feel a connection to.

You'd be amazed at what the words...

"I completely understand where you're coming from. I was once there myself... and here's what I did.'

also, it allows you to build up credibility and become an expert who can offer a solution to the reader's problem.

you can bet the reader of your letter is thinking "why can this person help me"

when you have "who I am and why i can help you" in your story, you can answer that for them.

This is important to build credibility, as others have said, but be careful of becoming overly focused on yourself. Remember that every single word you put down needs to relate to your audience and provide value to them in some way. If your story veers from an empathetic explanation of how you benefited from whatever you're selling to a self-absorbed tale of how great you are, it's best to start over!

You should only keep it very short if you can't go without it. Building trust is some important factor, but you should keep in mind that the customer wants to buy/order/whatever something. He wants to see the value in what he gets and how it helps him, not what guru awesome person with $0 - $1m overnight started the service/ made the product / whatever.


Just my $.02

When you tell your story in your copy in a compelling way, you connect with a reader on personal basis. Shawn, Ray, and Mike make excellent points about this.

When you make this personal connection, you will definitely increase your sales.

For example, read Joe Sugarman's first ad about Blublockers in which he describes how he found these sunglasses. It was a very successful ad that started the Blublockers empire.

Halbert talks about the first part of the letter is where a lot of them fall down. People write a good headline and then the next part is a snooze. He said a story is good way to get started if you are stuck. There are several examples you can swipe:
The Gary Halbert Letter

I think it depends on the product and the market. I don't think a "life story" is ever a good idea unless your entire life story directly relates to what you're selling. I have a sales letter where I do talk a lot about certain undesirable and unwanted experiences in my life and how they became destructive patterns. Then I found the product (actually a method rather than a product) that helped me correct that stuff. It works well because people in the market for the product will absolutely relate to my experiences. They're also true so I don't sweat lying to get a sale.

I have another page where I have little experience in solving the problem at hand other than my ability to pay attention to human behavior. There isn't much I can to with that so I use other methods to build credibility. Again, it depends. I think the last thing you want to do is include autobiographical stuff in a letter that doesn't somehow advance your pitch or build credibility in some way. That would seem obvious but I often see letters where people go on and on about personal stuff that has absolutely nothing to do with the problem or the solution they're offering. Good luck.

Think in terms of how who you are... helps you SELL.

A story about a visit to the hospital and nearly losing everything for a weight loss product can help you. Not just because it helps connect with the reader emotionally, but because it illustrates the consequences of not taking action without knocking the reader over the head with it.

A story about being broke and striking it rich helps you because it illustrates how those who are in a better situation can do it too. It counters the biggest objection that "Sure he did it, but I'm different."

You've got to look at your story and ask, "Is this REALLY going help me sell?" If not, what is it about who you are that does help you.

I actually wrote two blog entries on this exact topic very recently.

The basic idea is that a "life story" type of story is helpful if you're selling a product that's supposed to change the person's life.

The reason?

It shows that you've been through what the reader has been though.

Such a story should also outline how you managed to dig your way out of whatever problem they're going through, and then conclude by promising that the product you've developed will guide them through those exact same steps.

Doing this achieves three things:

1. Establishes your credibility.

2. Builds empathy.

3. Creates interest.

However, there's a point you need to keep in mind.

Stories really only help if you're selling a product that's supposed to bring about a massive transformation in the person's life.

Works for self-help e-books, coaching programs, etc.

If you're selling, like, some kind of drink mixing device, it's not going to work at all.

Basically, if you wouldn't use your personality to sell the product, you wouldn't use a story.

THE KEY to every word of your life story is whether it's RELEVANT to the problem or opportunity at hand, AND relevant to the prospect.

Use your life story as a "connector" between the problem/opportunity and the the prospect's desires.

- Rick Duris

Your life story should only be in there if its relevent to the product. Also don't put in irrelevant details.

Your goal is to sell the product, not sell yourself. They are buying the benefits of the product, not your biography.

Great answers, thanks, I will put them to good use by ensuring my personal stuff relates to the reader, their needs and desires.

Cheers again

I know some people enjoy sales copies, but I get so bored with some that I read. I would rather them just get to the point, already! I can tell you that a long story is not going to make me want to buy something!

In my opinion, it's a must. Or rather, it's such a really easy way to put a lot of beneficial exformation into the prospect's head before you talk about the product, it would be foolish not to do it. If you can portray the product's creator as being empathetic, having a past that parallels the prospect's present, and can demonstrate values through the story of a struggle that's been overcome... all of that frames the product being introduced in a much more positive light than it can give off on its own.

The trick is in finding the elements of the story that make sense to included and build up towards making the case for a sale. It's not the "life story" that does the trick - it's taking the bits of life story that lead to encountering the problem at hand, the failed attempts at solving it, the moment of enlightenment/innovation, and the creation and marketing of the solution for the benefit of everyone. Pull out those elements, and you have a winning "life story" for any letter no matter what you're selling.

Do you NEED it? No. But it works. And if I try to think of a way to include those trust and rapport building elements WITHOUT using personal story, I can't think of any easier way to do it. Can you?