To deliver effective product copy, you need to get in the following frame of mind in regards to your prospect:
What are their needs?
What are they thinking about?
How do I express my product or service in those ways?
One approach that accomplishes this almost every time is hypnotic storytelling.
Whenever you tell a story, you are getting into the person’s unconscious mind. In many ways, you’re slipping past the radar, their defense system, and you’re getting the story to go in. Furthermore, humans make sense of the randomness of their lives by telling a story about it.
So when you go to write your sales copy or to have a dialogue with someone, tell a story about your product or service. Sometimes it helps to write down the most important facts or principles that you want to get across, and then write your story based on those ideas. This is an excellent reason to incorporate testimonials from happy customers in your material. Often times, you don’t even need to write a sales letter, just find a true testimonial about a customer’s positive experience with your business, and let them tell your story for you.
Attaching a story to a point you’d like to convey serves to anchor that point in people’s brains. So instead of including 50 points you think are important, write a story about just three points. Besides, people are not going to remember much more than three major points in one sitting anyway.
Next in this series: Raising the bar – outrageously!
This post is the second in a series of excerpts from OneCoach CEO John Assaraf’s interview with copywriter Joe Vitale, author of The Attractor Factor and Life Missing Instruction Manual, The Guidebook You Didn’t Get at Birth. For more information about Joe Vitale, visit his site at www.mrfire.com.
