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| Copywriting - Stories Sell |
By:
R. Hert |
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Copywriting is about more than just taking a bunch of Power Words and slapping them on a page. To create a cohesive, captivating sales letter there has to be some sort of theme that goes with it. Many copywriters start out with a story. This can be a personal story, a made up story, or even someone else's story. The point of the story isn't about whether it's true or not it's about selling.
Stories capture people's attention. They get people intimately involved in what is going on. In essence they make people care.
When I say to put a story into your copywriting I'm not talking about making it a long one.
A few sentences at the beginning and end are enough. They only need to be compelling.
Some time ago I was traveling through northern Europe. While there I came across a small antique shop and went inside. The shelves were stacked with an abundance of goods; small jewelry boxes, wooden figurines, and an assortment of jewelry and watches locked away in a glass case. I perused the shop until I came across a gold Rolex with an ivory facing. When asked the shopkeeper pulled it out and handed it to me telling me how it once belonged to a duke with his name inscribed on the underside of the watch.
If I were to put that watch up for sale with this story backing it don't you think it would sell better than saying, "One of a kind Rolex with Ivory facing. Name of Duke so-and-so on the back."?
Is the story true?
Does it matter?
The fact is that stories sale at faster rates and for higher prices than when you just give facts. People are emotional beings. They make decisions based on emotion instead of fact. That's why Multi-Level Marketing companies sell The Dream instead of their product. Their products may be good and do great things for you but cleaners aren't going to reach you on an emotional level. After all who cares what cleaner gets the job done as long as it gets done?
Copywriting is no different. You aren't just selling your product. In fact, most people don't care what your product is, they just want to know if it can help them. So go on that, build your story around how YOUR product helps them achieve what they want and your conversion rate will soar.
Learn the ins and out of copywriting and make your sales copy captivate your prospects and never let go. http://copywritingxtreme.com/freetraining/index2.php
http://copywritingxtreme.com/ |
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