Our ancestors have known the influential power of well told stories for hundreds of years. There isn’t an audience that simply cannot be moved by a great tale.
Therefore they have the widest appeal of any type of communication.
The persuasive power of stories is the result of a variety of reasons.
Advertising is one place when they are extremely effective. Human nature has been conditioned throughout the ages to psychologically engage in stories without difficulty. Selling is about human emotions simply because all buying decisions derive from emotions and not common sense.
If you have tried to produce your own sales copy, then you already intuitively understand many of the challenges facing you. Just one huge speed bump could be the mistrust and total skepticism held by all of your current readers. That is generally called friction and it exists for a number of reasons.
However, look at what the results are when you tell a tale in your message. You activate your readers’ creative imagination when you tell a story effectively. The story engages the reader’s emotions, permitting them to set aside their uncertainties and suspicions. Readers form a more highly effective connection with a tale than with any analytic argument.
You can include your assorted facts and figures in the story you are telling. Using stories is much more interesting than generating a analytic presentation of information and facts.
When done in that manner, the reader is aware all along that there is a sell happening. We are conditioned to distrust what appears to be pushy sales sales pitches. Readers accept information within a story far more easily simply because they feel entertained, not persuaded. For this reason, using stories is definitely a powerful marketing tool.
Look at a typical Internet marketing web page, for example. They’re all focusing on the customary “features and benefits” formula which is standard.
A story can communicate these same elements, but in a more refined way. The best way to develop a story is to establish the objective of the sales copy. A story will be suggested by ones own imagination very easily. Remember you don’t really need to write like Shakespeare because a basic story is all that is necessary.
You should try it out on your subsequent article. Treat it as an experiment that not one person will ever read. There won’t be any anxiety with this strategy.
Be prepared for a delightful surprise after you write with this particular attitude.
Great copywriters have known this technique for over a hundred years.
