We all know that telling great tales can make for great sales. In fact, you’ve recently read about exactly that in this space.
Plus, with Thanksgiving around the corner, I’m sure you’ll want to brush up on your best storytelling.
How else, after all, to avoid a family food fight over politics?
So this week, we’ll do exactly that. I’m going to give you not one, not two… but fourteen great storytelling tips.
Straight from the pros.
But wait, because before I do, I want to give you something. Or rather be the conduit from which you get something free.
As you well know, I’m lucky enough to count copywriting great Bob Bly among my colleagues and friends.
As I’ll bet you also know, he’s a brilliantly prolific writer.
Case in point, Bob’s just come out with his 95th book — yes, 95th — and it’s called “The Digital Marketing Handbook.”
I can tell you right now, it looks like it covers EVERYTHING you’ll need or want to know about selling online.
Which, let’s face it, is where an awful lot of money gets made these days.
But that’s not the big news.
I’m telling you this because, right now, Bob has asked me to let you have a chapter of his brand new book… absolutely free.
All you need to do is click this link and hit download…
When you do, you’ll get a glimpse of everything you can get from the full book, including how to build the best sales funnels, how to create a massive email list, and how to crack the social media advantage. Along with how-to guides on member sites, affiliate marketing, and secrets that could boost your ROI by as much as 200%. It’s all in there.
Click here to get your free chapter…
And now that you’ve done that, let’s move on.
Let’s start today’s issue by talking about “Professional Storytellers.” Because, yes, there are some.
And here’s what’s useful for us: Most of those storytellers agree on a handful of frontline-tested techniques.
Since a lot of those same skills could be useful for you in copy, we’re going to take a tour of their best tips.
Keep in mind, what follows below is just a small sample, a taste. But I’ll get you’re going to find it useful just the same.
So, according to those professional storytellers, here are 14 things good stories strive to do, in no special order…
1) Appear spontaneous: Likewise in copy, the secret is second-nature familiarity with the message, the benefits, and the offer.
2) Give hope: Good stories and good copy give the prospect hope for things to come.
3) Show passion: Passion in telling and selling is not an option. The key: Faith in what you’re selling.
4) Overcome obstacles: Drama is all about obstacles and how they’re overcome. In copy, too.
5) Make it personal: From caveman to high intellectual, personal stories have a way of proving a point that logic and rationalizations just can’t muster.
6) Name a hero: Court storytellers would make the hero resemble the king. In copy, you can do the same — by showing your reader how he’ll triumph with the help of your product.
7) Name a villain: What keeps your prospect up at night? That’s an ideal villain for your sales message to attack.
8) Reward and tease: Reward listeners with progress and they’ll be grateful. Tease with more to come and they’ll hang on for more.
9) Enlarge and enrich: Good stories and good copy remind you of what’s important. It raises the bar and inspires you to hop over it.
10) Build a relationship: Beneath the surface, the good story strengthens the relationship between teller and listener. Or, in sales, between marketer and customer.
11) Commute facts to the subconscious: From the beginning, good stories have been vehicles for ideas, logic, even moral messages. Sales copy that engages with a story can commute facts just as painlessly.
12) Give a good twist: We all know that the butler did it. Or even better, that it sure seems like he would have, but it turns out the maid did it first. In sales copy, a twist is more likely that next-level benefit, the one bigger than first teased in the lead. Or the discovery inside the discovery. Or the big problem that gets even bigger on closer analysis.
13) Make sense: “Realistic” stories aren’t always real. They just work harder to make elegant leaps of logic. In copy, the writer has to understand his product well enough to make good sense, too. Knowledgeable customers can spot a fake from a mile off.
14) Leave them wanting more: What’s the sendoff emotion for your sales message? How do you want your reader to feel when they’re finished reading? Stories prime you for the sequel. In sales copy, you want them to crave your offer-page solution.
In the spirit of that last tip… let’s stop there.
Good suggestions, don’t you think?
P.S. Again, make sure you click the link above to get your free first chapter of Bob’s newest book.
And while we’re talking about copywriters spilling secrets, make sure you take a look at these brilliant tips for writers too…