The Perfect Salesletter: Stories, Humor, or Education?
I know stories are the holy grail of marketing, but stories can be boring and make the reader think "what's in it for me?"
Humor seems like a great way to establish rapport in a sales letter. I read a quote from Jerry Seinfeld about keeping people's attention:
"There is no such thing as an attention span. There is only the quality of what you are viewing. This whole idea of an attention span is, I think, a misnomer. People have an infinite attention span if you are entertaining them." |
Then there is education. Every info product I've ever bought had a strong education based sales letter. For example, MAX Workouts by Shin Ohtake - High-Intensity Workout Routines That Get You Lean & Fit, Fast! for fitness and Persuasive Selling Skills For Sales Professionals for sales people who want to sell more.
As I understand copywriting is an emotional art that challenges the marketer to uncover the pain, and the problems that the buyer is experiencing, and show how our product helps relieve that pain. The biggest hurdle is to get the prospect to trust us.
So I wonder, is this best done through stories, humor, or education?
Raza
Give me 15 minutes and I'll show you where your sales are dropping off â and how to lift them
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Andrew Gould
The Secret To Success In Any Business
Yes, Any Business!
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