Here’s How To Use The Power Of Persuasion In Your Sales Copy
What if you could write sales copy like a story teller?
How can you enthrall your readers and persuade them to buy?
Stories are spellbinding and persuasive because the reader experiences a different world.
Our barriers to sales messages go down because the messages slip under the radar.
We don’t notice we’re being sold something when we are engaged in a story.
Legendary copywriter Joe Sugarman suggested that readers should feel compelled to read your ad as if they’re sliding down a slippery slide.
- To create this slippery slide, he often starts his copy with a story:
- People love stories, and one of the really good ways to relate to your prospect is to tell a story. (…) a story can be invaluable and creates an emotional relationship of bond that keeps your prospect riveted and listening.
A story in your sales copy can do more than just keep a potential buyer captivated.
A story can increase his desire to own your product.
Here are 4 ways from Henneke, on how a mini story can help make your product seem more valuable.
1. Increase Desire to Own Your Product
- When people hold a product in their hands, their desire to own it increases.
- Online, you can’t get people to hold your products, but you can show enticing product images that let them imagine holding or using your product by telling a story.
- Think about your buyer persona.
- How can you let her imagine using your product, your app, or your service?
- Be as specific as possible, because details make your story irresistible and persuasive.
2. Persuade by Appealing to the Senses
- Sensory words make your copy more memorable, impactful, and persuasive.
- When you read sensory words – like stinky or sweet, sparkling or rough – the areas of your brain that light up are different from those that are affected when you read non-sensory words – like bad, nice, or good.
- Even when you are just reading, your brain acts as if you actually smell a sweet aroma, feel a rough texture, or see a sparkling diamond.
- Sensory words aren’t just limited to food.
- Sensory words help you sell an experience rather than just a product, and that experience is potentially more valuable to your audience than your product.
3. Make a Boring Product More Fascinating
- Learn from investigative journalists.
- Dig deeper to find fascinating details.
- Talk to the people on the shop floor, in your R&D department, in your call center, or to those traveling the world to source new products.
- The more you learn, the more stories you have to tell.
- “There are no dull products, only dull writers”. ~ David Ogilvy
4. Add Personality to Strengthen Your Brand
- Your unique storytelling style adds personality to your sales copy and strengthens your brand positioning.
- Develop your own storytelling voice to stand out and engage your readers.
- Think about the type of humor that entertains your target audience.
- Consider what kinds of stories connect with your readers.
- Don’t tell the stories you want to tell.
- Instead, tell the stories that speak strongly to your audience.
Stories add a dash of fun or sophistication to your products.
Stories entertain, engage, and sell.
Follow these three principles to ensure your mini-stories are engaging, enchanting, and seductive:
- Be concise – Don’t waste your readers’ time with a rambling story. Focus on one simple idea. You’re not writing a novel. You’re telling a story to make your product more fascinating, more appealing, and more valuable.
- Be concrete – Use specific details and sensory words to help your readers experience your story. Abstract concepts are boring. Specific details are fascinating.
- Tell unexpected stories – Avoid obvious stories because they’re mind-numbingly dull; instead, delight your customers with surprising tales and unusual snippets of information.
Are you sharing your stories in order to engage, persuade, and sell?
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To Your Success,