Done well, a story can carry the entire sale of your product, even if everything else is technically “wrong” in your ads (ie: no clear call to action, a weak offer etc.) We believe there are three storytelling methods ideal for creating profitable sales letters, emails and other marketing campaigns.
They’re simple, easy to write, and get the job done, so give one a try!
1. The personal story
This is one of the most common landing page stories – you “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for. Make sure you walk them through all the worst parts of the problem (the symptoms your readers are experiencing) and then lead them to how you solved the problem, with your product! It’s very simple, and easy to write too – you just tell your story.
2. The historical story
This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore. This approach involves some simple research, often possible to do online nowadays to link something in the present with something appealing from the past. It imbues your product with extra significance. It may take a bit more work, but it’s worth it when the extra sales roll in.
3. The “meet the guru” story
Related to the personal story, but with more “pop” because of the built-in credibility it gives. Here you tell a story about how you met/talked with a guru who showed you how to solve the problem your product is about. It’s like a rite of passage: you had a problem that your market shares, you found an expert to help you solve it, they passed their wisdom on to you and now you’re passing that on to your customers.
And they all lived happily ever after …
Never underestimate the power of stories. They are the chief means by which humans have communicated for thousands of years, so we’re basically “hard wired” to be persuaded by them.