What takes place between-the-lines (so to speak) of a page’s copy increases the power of your marketing conversation(s). Stories could be told…and that’s precisely the point.
The story approach is a key to leading your prospects to picture themselves actually benefiting from your product or service.
Story-based copywriting does for the reader – in the moment – what buying…using…and benefiting from the product or service will do – once purchased. In a way, it’s a what-you-see-is-what-you-get kind of experience. Only at this point it’s putting what you see…in writing!
I wrote a sales letter for a supplement company. The word image I created told the story of a confident, male prospect who – for too long – put off getting healthy.
For example I could start a story-line this way…
“I think you’ll agree – looking in the mirror, at times, feels awkward…like the first glance at a blind-date. Mirrors don’t lie. And this time the truth doesn’t hurt. There’s only speechless admiration…”
Wonder where those few lines of copy are leading? The words – “looking in the mirror”, “awkward”, “blind-date”, “speechless admiration” – tell a story. Like a movie script they set-up the plot and hook you. They remind you of similar feelings and experiences.
Perhaps there are other and better story-lines to follow. But you must wade-in somewhere and get your feet wet before you can start making waves in your prospect’s mind…in route to their hearts.
Remember – people buy for emotional, not rational reasons.
Image-rich, colorful words tell the story your product or service is prepared to deliver. On occasion, use, and follow captivating story-lines when creating your promotions.
Try this: Stop…Look…Listen…
>>STOP…the camera within your personal experiences. You know how it feels to be on the receiving end of marketing. What turns you on? Off? More so, how did the wording lead you to buy or use the product or service? Write collectively…from the emotional and mental images of your experiences.
>>LOOK…at the “shoes” your clients and prospects are wearing and (as the saying goes)… put yourself in them [their shoes]. Then…write about that journey from your prospect’s or client’s perspective. If your product or service solves a particular problem, it helps to understand what the problem feels like. (This is where gold-nugget research pays!)
>>LISTEN…to life. Dial into the good and bad your clients (and you) are experiencing. Listen for – fears…wishes…deep desires…joys…beliefs…feelings…etc. Effectively worded copy has an *ear*-for-the-details. And remember this about products/services: features talk…benefits listen.
Every life tells a story. So does copywriting that connects…between the lines.