a small tip that may help your copywriting.

18 replies
features don't sell, facts don't sell.

stories sell.

pain... sell.

around here on the warrior forum we are desensitized when it comes to feeling the buyers emotions ( well some of us) just don't work that well. we want testimonials, screen captures or any other form of proof that you can think of. here we are a real facts orientated place.

However, to the rest of the world, stories still reign supreme.

happy stories, sad stories, action stories, they all have a place in the world and they should have a place in your ads.

Johnny Carson, the late night king for 30 years combed the newspaper every morning, called up his head writer, gave him the news and every night he had a monologue full of the current events of the day.

there's no reason why you cant do the same thing with your ads.

go out and read the paper/web, watch the news, look at pop culture, find stories and relate them back to your niche.

Gerry Spence a lawyer, hasn't lost a court case since the 60s... because he used stories in his briefings

Gary Halbert, told all kinds of stories in his ads. he is regarded by many as the best copywriter of all time.

Johnny Carson, told a story every night he dominated late night tv until he retired in the early 90s.

Jesus, used parables to teach life lessons to the masses.

tell a story to sell more.

bang

- jon
#copywriting #small #tip
  • Profile picture of the author DJ Gelner
    I think you're getting caught up in a features/benefits problem here.

    Yes, stories sell, but they're only a feature of good copy. The benefit of telling a good story is that you engage the prospect's emotions and elicit an emotional response. The old saying that "people buy on emotion and justify with logic" is an old saying for a reason.

    Of course, telling good stories just dripping with sensory imagery, so rich and vivid that the prospect can just taste the success, breathe the fresh sea air as they relax with a daiquiri on the beach once they have this product, experience the extra time with loved ones they'll have if only they buy this right now--well, that's easier said than done, of course.

    Also, while engaging the prospect's emotions is a powerful tool as far as selling goes, don't forget the old saying--you still need some testimonials and other "logical" elements in there. Maybe some people get a bit out of whack one way or another, but there's a reason why you need a good mix of both sides of the coin in top-notch copy that sells.

    -D.J.
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    D.J. Gelner
    Copywriter/Storyteller
    www.djswriting.com

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    • Profile picture of the author Jonwebb
      not getting caught on any.

      there are many ways to sell, but my most successful letters have came from letters with real life stories.

      that the target audience can relate too.


      Originally Posted by DJ Gelner View Post

      I think you're getting caught up in a features/benefits problem here.

      Yes, stories sell, but they're only a feature of good copy. The benefit of telling a good story is that you engage the prospect's emotions and elicit an emotional response. The old saying that "people buy on emotion and justify with logic" is an old saying for a reason.

      Of course, telling good stories just dripping with sensory imagery, so rich and vivid that the prospect can just taste the success, breathe the fresh sea air as they relax with a daiquiri on the beach once they have this product, experience the extra time with loved ones they'll have if only they buy this right now--well, that's easier said than done, of course.

      Also, while engaging the prospect's emotions is a powerful tool as far as selling goes, don't forget the old saying--you still need some testimonials and other "logical" elements in there. Maybe some people get a bit out of whack one way or another, but there's a reason why you need a good mix of both sides of the coin in top-notch copy that sells.

      -D.J.
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    • Profile picture of the author CopyMonster
      True, stories are a great way to elicit emotions.

      But ultimately it depends on the audience.

      Some like data. Generalizing here but accountants, computer geeks, scientists, engineers, researchers, etc... these people LOVE data. Gets 'em very excited.

      Also from the psychographic profile categories - drivers (leaders) are very results oriented. They want bottom line. If you waffle on with a story without a few tantalizing specifics upfront, they'll switch off/kick you out faster than you can say "but wait there's more..."

      Besides, I think there's something more powerful than stories.
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      Scary good...
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      • Profile picture of the author Jonwebb
        that doesn't explain Gerry Spence's extremely successful law practice which he attributes to his ability to tell stories.

        it comes down to A) the story itself and B) how well you relate it to your group.

        Originally Posted by CopyMonster View Post

        True, stories are a great way to elicit emotions.

        But ultimately it depends on the audience.

        Some like data. Generalizing here but accountants, computer geeks, scientists, engineers, researchers, etc... these people LOVE data. Gets 'em very excited.

        Also from the psychographic profile categories - drivers (leaders) are very results oriented. They want bottom line. If you waffle on with a story without a few tantalizing specifics upfront, they'll switch off/kick you out faster than you can say "but wait there's more..."

        Besides, I think there's something more powerful than stories.
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        • Profile picture of the author ejg700
          I think it's all about balance. The ability to effectively disclose the features, how those features would benefit the potential buyer, and being able to tie them all together in a story that the potential customer would probably relate to. At least that's what I get from Clayton Makepeace and Gary Bencivenga's work. But I'm a writer, not a copywriter, so I could be way off base.
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  • Profile picture of the author angiecolee
    Getting caught up in the trap that there's only one right way to do things in order to sell is mighty dangerous thinking.
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    Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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    • Profile picture of the author ewenmack
      Originally Posted by angiecolee View Post

      Getting caught up in the trap that there's only one right way to do things in order to sell is mighty dangerous thinking.
      Exactly.

      The master knows which tool to use in the right setting.

      Best,
      Ewen
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  • Profile picture of the author joe golfer
    Driver off the tee, sand wedge in the bunker, putter on the flat grass.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author jrigdon73
    Aristotle broke down the art of persuasion into three elements: pathos (emotional), ethos (credibility) and logos (logical). Its safe to say if your story does a good job of incorporating these elements -- you've written some great copy.
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    • Profile picture of the author Memetics
      Originally Posted by jrigdon73 View Post

      Aristotle broke down the art of persuasion into three elements: pathos (emotional), ethos (credibility) and logos (logical). Its safe to say if your story does a good job of incorporating these elements -- you've written some great copy.
      Storytelling as a method of accessing the mind is a bit of a bug in the brain's software. It developed as a method of passing valuable information to the listener in prehistoric times and gave the speaker a way of embedding that information in the recipients mind. They then had a framework of beliefs to build upon as they became older and encountered novel situations which had survivability and reproduction implications.

      In other words : Your genes for minimum critical factor analysis for stories and the subsequent incorporation of the wisdom into your unconscious became prevalent in the population.

      If they didn't...you most likely died without the wisdom of the ages to give you that survivability "edge".

      Whilst Aristotle was an orator and not a copywriter his principles are based on the structure of the human mind and still ring true today.

      By far the most important is Pathos or emotion. Emotion is fast tracked directly to the unconscious where your beliefs are held. This then acts on them directly, as it's your beliefs which control decisions [like the call to action.] If for some reason your emotional connection to the outside world was disabled [ which has happened to stroke victims] you would be unable to make any decisions at all. After reading these words you would sit literally for hours deciding whether to reply or not.

      The reason being that every input to your brain requires an emotional ballast or "weighting" to allow your brain to manipulate it as a thought and make a decision.

      Examples of "Pathos" emotions are : Excitement, Panic, Fear, Pleasure, Arousal, Surprise, Worry.

      Ethos also uses emotions to persuade but these are the social emotions which you experience when you interact with others. Examples are : Shame, Guilt, Pride, Anger, Jealousy, Love, Pity, Regret.

      Logos on the other hand...well logos or logic you will be surprised to hear never persuaded anyone. All it does is keep your critical factor away from all these persuading emotions funneling in your brain. In copywriting however we need logic as a "bone" for the critical factor to gnaw upon by creating a sense of logical flow in our prose. Why waste all that valuable brain glucose analysing everything when we can just idle along in neutral with nothing to worry about?

      Everyone likes a good story.
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      First we believe.....then we consider.

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  • Profile picture of the author Lance K
    Marketing Bullets | Bullet #29

    I bought Harry Browne's book after reading this "Bullet" from Gary Bencivenga. One of the best books I've ever read on the subject of sales.
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    "You can have everything in life you want if you will just help enough other people get what they want."
    ~ Zig Ziglar
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    • Profile picture of the author Tan Shengg
      Originally Posted by Lance K View Post

      Marketing Bullets | Bullet #29

      I bought Harry Browne's book after reading this "Bullet" from Gary Bencivenga. One of the best books I've ever read on the subject of sales.
      Thanks Lance, I bookmark that. Anything that is related to copywriting, I will be interested to find out.
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  • Profile picture of the author julliawilson
    Thank you.I love receiving into the minds of writer.

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  • Profile picture of the author Tan Shengg
    Originally Posted by Jonwebb View Post

    features don't sell, facts don't sell.

    stories sell.

    pain... sell.

    around here on the warrior forum we are desensitized when it comes to feeling the buyers emotions ( well some of us) just don't work that well. we want testimonials, screen captures or any other form of proof that you can think of. here we are a real facts orientated place.

    Jonwebb, Story do sell well. But I think we should not neglect the facts as well. In our sales copy, we need to let the buyer know what they will be expecting after buying our products. And make sure, you promise what you deliver. If not the the refund rates will be very high. Which I am sure you don't think want that to happen either..
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  • Profile picture of the author rwyp
    In sales we called it

    DISC personality. Your copy has to appeal to all types of personalities. Me personally, I don't read stories. I buy based on reviews, testimonies, demonstration of product (I love videos) and cost. My wife on the other hand loves stories based around products and would buy even if it had a bad review, just because she felt connected based on the story leading up to the CTA.
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  • Profile picture of the author Jomuli3
    Stories,features (Make Your Words Sell), pain --- all don't sell.

    They, in other words, don't take center stage in the selling process.

    Features help extract benefits. Benefits forge a psychological link with targeted emotions
    to arouse strong desire to buy.

    Stories, like, pain help in the persuasion process.

    I will explain exactly how stories work in this persuasion process in a minute.

    For now, let us look at the role of pain.

    Pain is used in the agitation process. We want to show the gravity of a situation
    if a certain action isn't taken.

    This could create a sense of urgency for the prospect to take our intended action.

    Because of its negative nature, pain shouldn't be taken to extremes. It might crash the prospects' hope before we raise it --- prospects might stop reading our sales letter!

    Now ---

    --- take a story on its own. Can it sell without citing a problem, making a promise,
    use of proof and a user-friendly proposition?

    Can a story sell without the help of benefits which show a prospect 'what there is for him or her' in a product or service?

    A product name, a list of benefits and a price can sell.

    A sales letter is like a human body that has various parts which play complementary roles.

    This isn't to underscore the value of stories in selling.

    In fact the best sales letter of all time mainly comprises a story of 'Two Young Men.'
    It was written by Martin Conroy. It made the 'The Wall Street Journal' an estimated $1billion.

    So a story can play a big persuasive role in selling.

    Now back to my question ---

    --- a story switches off the logical mind that could challenge facts. It switches on our
    imaginative mind. This allows a copywriter to persuade prospects unchallenged.

    If a story is well narrated and skillfully aligned to a product or service being sold, it could
    be effective. This is done through the principles of commitment and consistency. The acceptance of the underlying principles of the story are transferred to the actual sale of a product with little or no resistance.

    That, I believe, made the greatest sales letter of all time successful in terms of revenue.
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  • Profile picture of the author BradCarroll
    Thank you Jon. I've found that incorporating stories into my sales material and even the products themselves (info products) works wonders.
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