==> Marketing Your Product
WHY FACTS TELL, AND STORIES SELL
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WHY FACTS TELL, AND STORIES SELL
By Daniel Levis
Copyright © 2006 Daniel Levis (reprinted by permission)
Since the first caveman figured out how to tie a sharp rock to the end
of a sturdy stick with a piece of vine, and hack off slabs of mastodon
meat with it for fire roasting, storytelling has been the way knowledge
has been passed from one person to another.
Around the campfire blaze, the tribal members would gather, the little
children gazing cautiously out from behind their parents, their eyes
shining wide like silver dollars, listening… The grizzled
old witch Doctor—can you hear his crackling voice, as he
spins a yarn of bygone days?
There is learning in the story—how to surround and kill a
wholly mammoth, the cunning exploits of the ancient clansman, how the
old man survived a vicious storm. There are stories of love and war, of
the discovery of magical potions and incantations, of the wicked
cannibals to the east.
Since the dawn of time, stories have been the conduit of
learning… the sacred baton, passed from one generation to
the next… without which, human development would stand still.
We are creatures of story…
Just the other day I was reviewing a lead generation campaign a client
sent me for critique. He had also sent me some of his competitors
marketing materials, and I looked at them too.
My young marketing friend had taken the same lifeless approach as his
opponents. He had begun as most corporate advertisers do, with a
lifeless litany of meaningless platitudes. It was about as interesting
as warmed over oatmeal gone cold.
Suppose you were the customer, I said to my friend. "Be him
for a minute. Realize that he faces stacks of these things, they're
piling up to the ceiling in his office, these dry institutional
marketing pieces he must read on his employer's time. No wonder he
hates sales people and marketers. He is drowning in their paper
excrement. Can you see him? He wants to burn the piles up.
Suddenly something snaps...
He goes mad. He grabs the brochure on the top of the pile, rips off the
top sheet, lights a match to it and now, laughing, slobbering all over
himself, he feeds the little fire, a page at a time.
He drops the burning marketing package to the floor, and adds others to
it until he has a large fire roaring in the center of his office. You
can see him madly feeding the flames with sales letter after sales
letter until he comes to yours. He picks it up. It's the last one left.
By this time the drapes have caught fire and the place is turning into
an inferno. He stops for a moment to read the last sales copy he will
ever see. And what does he read?
XYZ Company is a leading communication solutions provider with a
world-class portfolio of Connectivity, Infrastructure Management and IT
Services. Because your thoughts, ideas and business requirements are
entirely unique, XYZ Company believes our role is to equip your
business with leading-edge communication solutions specific to your
goals. XYZ Company collaborates with you to better understand your
business, its challenges and how it operates. Not until then do we
determine what you need - and what you don't. Our three main areas of
Can't you see that poor sod?, I said. "With your sales letter in his
hands he lets out one last horrible scream, throws your stuff into the
fire, and is about to jump in after it when, just in time, he is
rescued by a big burly fireman who smashes down the door to his office
and rushes in... Why not save the poor man's life in the first place by
beginning your sales
letter with a benefit riddled story?"
I could have said to my client, "Your copy is too formal and
traditional and somewhat lacking in originality." He would likely have
forgotten all about it the next time he sat down to write. But he will
never forget the story of the mad purchasing agent burning his office
Telling stories and listening to stories are the behaviors that most
distinguish us as a species. We discriminate as adults, in many ways,
based on our primary experiences—the stories of our
childhood. They are forever implanted, in both our conscious and
unconscious. The drama of movies, TV, and the theater are storytelling.
Jokes are short stories. The parables of the Bible are stories.
Storytelling is in our blood. So is listening to stories and relating
to them. Ergo, story is the most powerful structure you can possibly
use to build any sales argument.
When you open your copy with a story, you disarm your prospect's
natural aversion to being sold, and engage them in a way "ad speak"
never can. This in turn dramatically increases the odds of having them
actively consider the reasons why they should want your product, and
moves you dramatically closer to making the sale.
About the Author:
Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world famous
copywriting anthology "Masters of Copywriting" featuring the marketing
wisdom of 42 of the world's greatest copywriters, including Clayton
Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and dozens more! For a
FREE excerpt visit this link:
********** Additional References **********
30 Days to Internet Marketing Success - huge collection of marketing "know how".
Niche Products Package - giant package of 106 niche products with master resell rights plus 14 guides FREE.
Get It Done! Marketing Action Plan - a complete marketing system using techniques and methods that most people don't know about.
Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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