How To Use The Power Of Persuasion In Your Sales Copy

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  sweetsparkling or rough – the areas of your brain that light up are different from those that are affected when you read non-sensory words – like badnice, 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:

  1. 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.
  2. Be concrete – Use specific details and sensory words to help your readers experience your story. Abstract concepts are boring. Specific details are fascinating.
  3. 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,
Joan Harrington





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0 Replies to “How To Use The Power Of Persuasion In Your Sales Copy”

  1. I totally agree about the value of story-telling in selling. If you can capture the attention of the reader and have them relate / be entertained / horrified / whatever … chances are they will read through to the end and then, hopefully, support you. Thank you for sharing these ideas with us, Joan, and I wish you well in the coming new year and beyond. Peace

  2. You have to definitely make something fun so people will want to say tell me more and keep on returning to your blog over and over again, just like they will want to return to their favorite comedy show to see their favorite comedian!

    Lawrence Bergfeld

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