How Storytelling Works As A Direct Marketing Sales Tool.

Last week there was a Linked In discussion asking why “storytelling” does an outstanding job of capturing one’s attention.

I brought this subject up at our conference table on Monday as one of the first items for discussion. I started the discussion by saying .......
I remember the stories my grandfather told me, especially when he was surrounded by a bunch of young kids who had become adoring fans of the tales he weaved!

Here’s the response from our copy pros, led by Gary Bencivenga:

Storytelling allows the imagination of your audience to have a “field day”. It’s because it contains one important element that creates powerful visualization …

How?

Good storytelling contains great visual metaphors that stop readers or listeners in their tracks and eagerly wanting to hear more.

Metaphor?

Whazzat?

"Metaphor" is based on a Greek word meaning to "carry something across" or "transfer." Today we use "metaphor" to mean a direct comparison between two or more seemingly unrelated subjects.

Here’s some great metaphors said by people you know:

David Ogilvy, with a deft metaphor...when making a presentation to a prospective client

"Ladies and gentlemen, unless your advertising is built on a big idea, it will pass like a ship in the night." His audience is now focused on watching for and hearing his “big idea”.

From former Fed Chairman Alan Greenspan reporting to congress that he presided over "a Goldilocks economy. Not too hot. Not too cold. Just right." That simple metaphor—"a Goldilocks economy"—was more persuasive than a 10-foot stack of economic reports.

Some of the very best metaphors came from Muhammad Ali in his prime
"Float like a butterfly, sting like a bee."

"Only last week I murdered a rock, injured a stone, hospitalized a brick. I'm so mean I make medicine sick."

"Joe Frazier is so ugly that he should donate his face to the U.S. Bureau of Wildlife."

"I'll beat him so bad he'll need a shoehorn to put his hat on."

"I'm so fast that last night I turned off the light switch in my hotel room and was in bed before the room was dark."

The visualizations created by the proper use of metaphors can be the golden key that unlocks the copy you write

Free Gift (Premium) With High Perceived Value.

A recent Linked In discussion reminded me of a very important ingredient when selecting a free gift (premium) give-away with your product offer.

Make sure the free gift has a high perceived value.

This brings to mind a very successful mailing campaign I used for a lottery mail order company as well as an information publishing company.

The free gift was an application form for an off-shore bank account. The application form cost us absolutely nothing, however it allowed us to “romance” the give-away copy to make the perceived value be the key to what the prospect should do to protect all the money they were going to make with our basic offer.

The most successful free gifts are those that enhance the product offer … and, can give you a chance to write copy that “weaves-the-dream” of the total offer. Hence, a set of wine glasses and a cheese board shown in a great mood picture when selling a subscription to a wine club. Or, a private tour of a TV or Movie set on location in Hawaii for a vacation club to the Hawaiian Islands. Many times, you can get this agreement for next to nothing if in return you advertise the TV or Movie as part of your promotion.

First, put yourself in the shoes of the prospective buyer. What would they like to have that enhances your product experience. It has to have a very high perceived value but will cost you next to nothing. Often times you’ll need a partner in this scheme.

The key is the way you ”romance” or “weave-the-dream” about how the free gift enhances the product offer. Some years ago, Skill Path, the business seminar people, had an opportunity they missed …. big time. They were promoting their 3-day Professional Business Management Course. They had a “white paper” on the business management abilities of Donald Trump. Nelson Mandela, Rudy Giuliani and Oprah Winfrey. They never mentioned this “white paper” except in one spot buried in the copy in the lower right panel on the last page of their brochure. In my opinion, they should have wrapped their entire three day course around it. Learn how Nelson Mandela, Rudy Giuliani, Donald Trump and Oprah Winfrey have become world renown business managers … absolutely FREE.

Step back …. put yourself in the shoes of your customer …think about what’s important to them …then add a free gift with a high perceived value.

Get Sales With Compelling Copy

Here's some great advice from Jennifer Davey.

The copy you write for your website, sales letters, brochures, business cards and other material has to be compelling in order to get people to enter your sales and marketing funnels. You must have copy that compels the reader to take action. Remember, it's all about them ... it's not about you.

Here are some "DO's" and DON'Ts"

DO:

* Have each page of copy focus on one call to action.

* Write all copy with your Keyword Research in mind.

* Use your TAG LINE on everything. (Example: You never see the BMW logo without "The Ultimate Driving Machine" tag line.

* Always focus on "benefits". Explain the problems clients are facing and how you solve them.

* Let readers know you understand their pain.

* Always include your U.S.P. (Ultimate Selling Proposition)

* Create a sense of urgency. (Example: Include a deadline in your offer.)

* Include testimonials

* Use simple, but powerful, descriptive words (See "All Of Direct Marketing Is An Emotional Medium Posting on 2/23/07 below)


DON'T:


* Use industry jargon in your copy.

* Write hyped-up copy.

* Write/talk at people ... write/talk to them.

Follow the above and you are well on your way to success.