6 {{ upvoteCount | shortNum }}
6 {{ upvoteCount | shortNum }}

My Story... Is Your Story (Archetype Resonance)

by Mark Pescetti
4 replies
There's a layer of storytelling in copy that doesn't get the discussion time it deserves.

We all know that telling a compelling story is an effective way to make that essential connection with prospects... and drive up conversions.

But ask yourself:

Why?

The fact is...

Your story will deeply impact (on an emotional level) a very certain type of person.

And completely fail to reach others.

Again... Why?

Here's a big reason why stories work (and don't work):

I have a story.

It's playing out in my reality... every second... of every single day.

And what's at the heart of my story?

The same chronic thoughts (i.e. beliefs) streaming through my head - dictating what I think IS and ISN'T possible.

So...

If I'm your ideal customer (i.e. your avatar,) I'm going to read your story... and see myself.

I'm your archetype. I've had similar circumstances. I want the same things. I'm where you've been. It's almost haunting.

So a quick exercise:

When you're getting clear on your avatar, make it a deliberate point to define the archetype.

What are my beliefs about money, the economy, God, relationships, what's possible, what's impossible...

...where do I spend money... what do I value?

Get clear.

Because when you tell YOUR story, you want to express the above qualities - to reach your archetype - and connect with THEIR story.

I call it Archetype Resonance.

Which is just saying, "My story IS your story."

And yes...

We ALL have a story.

Mark
#archetype #resonance #story
  • Profile picture of the author Steve The Copywriter
    Good line "My Story IS your story"

    Sometimes there will be differences.

    But if you get around a 70% similarity you are very likely to be in harmony with your readers.

    You can't adapt your story too much.

    But you can write about customers stories.

    Fuse yours and theirs together and your new potential customers are thinking...

    "Well, as I live and breathe, all this is just like me - I should jump onboard and buy this stuff"


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
    {{ DiscussionBoard.errors[8782438].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      But if you get around a 70% similarity you are very likely to be in harmony with your readers.
      Exactly.

      Sometimes, people don't see the little golden nuggets in their story; their journey. It's always good to have someone interview you and get those little details out. I can't even begin to tell you how many times I've been able to isolate and create hooks out of portions of people's stories that they never gave much thought to.

      Anyway...

      If you can reach that 70% of similarity (as you put it Steve,) you've probably got a million people out there (not a real number) - who are the same archetype - and will buy your product... because your story resonates with them.

      That's powerful.

      I hope to see the word achetype used as much as avatar. Because when you come from that perspective (of archetypes,) it actually helps you build a more concise avatar.

      It also helps you sell more effectively. All you're doing is telling a story. Sure, there's more to it than that. But if you can get that part of it done, so it reaches people with the same story, the other portions of your copy (like the offer) will have a much greater impact.

      Mark

      P.S. Not too long ago, I had a phone conversation with Max5ty. I told him a bit about my story. And he told me to get it out there. I appreciated his feedback, because I've actually tried to hide my story for most of my life.
      Signature

      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

      {{ DiscussionBoard.errors[8783108].message }}
  • Profile picture of the author Benjamin Farthing
    Originally Posted by Mark Pescetti View Post

    what do I value?
    I think this is most important.

    Everything else - demographic info, beliefs, fears - it all leads to this.

    What do I value?

    Show them that the offer is what they value, and the product sells itself.
    {{ DiscussionBoard.errors[8782616].message }}
    • Profile picture of the author Cool Hand Luke
      It took me a while to key into the power of stories in copywriting. It wasn't until I got Daniel Levis' Effortless Influence guide to storytelling (after Ben Settle said it was what he used to come up with many of his stories) that I really got it.

      In fact, I've now seen otherwise flawed copy convert very well with a great story behind it.

      Solid post Mark; the power of storytelling in copy is something we should all be aware of.
      {{ DiscussionBoard.errors[8782636].message }}

Trending Topics