The Power Of A StoryWritten by Lisa Packer
If you want your marketing to be effective, you absolutely must connect emotionally with your prospects. And one of best ways to do that is by telling a story.
A good story disarms your reader or listener. He forgets for a moment that you are trying to sell him something and instead relates with what is happening in your story. He connects emotionally with what is happening, and eventually (at end) with your product or service.
And he remembers what you’ve told him far longer, because stories stick with us much longer than facts. A good story speaks straight to heart and forges a lasting emotional connection.
Building a good story is not as hard as you might think. Even if you’re not a writer, you tell stories all time – about your day, about Aunt Rosie, about funny things your kids do.
Every good story has three things: characters, conflict, and a climax/resolution. Your characters are simply who your story happens to. They can be people, or things like a car, or a business. There really is no limit other than your imagination. Just remember that best characters have unique personalities. It’s characters that make us relate to story.
The Lead: Sinking The Hook Into Your ProspectWritten by Lisa Packer
You only have an instant to capture your prospect’s attention. No matter medium – a sales letter, print ad, or commercial – she’s going to make an almost instantaneous decision about whether you are worth her time or not. So you’d better start off with a bang.
Hopefully, you already have a good headline. The words that come after it are your lead, and it’s their job to sink hook into your prospect and keep her reading or listening until you can convince her that you are answer to her prayers.
Here you introduce your Big Promise. Not just another benefit, but Granddaddy of all benefits. The One that will reach down into her heart and stimulate some emotion. The One that taps into her core desires.
But you don’t just tell her how your widget will change her life. And you absolutely, positively, never talk about yourself or your company here. Here, you show her what it will be like when she’s experiencing that Big Benefit.
Help her to see herself lying on beach, sipping a Pina Colada because she took your correspondence course. Show her lying in grass, looking at clouds with her five-year-old because your widget saved her so much time.