How to Turn a Great Story Into Sales
One of the very best ways to boost sales and conversions is to tell a great story in your copy. Don’t get trapped into thinking you can’t possibly tell a great story. You absolutely can tell a great story if you just follow the tips in this post. You can do this – you can tell a great story.
The first thing you should do is understand what your reader is going through. What are their biggest struggles, what are their biggest goals, and what’s at the top of their minds all the time?
This means you should study your market. You should’ve done that already anyway as part of writing your sales copy. But, it’s also very important when you’re trying to weave a great story.
Something to really zero in on that a lot of people have trouble with, are the emotions people are feeling. Think about their emotions as they relate to the topic you’re focusing on. What are you trying to sell? Which emotions are connected to using your product?
Think hard about where people will be emotionally before buying your product. Then, think about where people will be emotionally after they buy your product.
Zero in on what your product will accomplish for those who purchase. Then, use the emotional hot buttons you identify throughout your sales copy, and especially in the story you weave.
Now that we have the proper frame of mind, it’s time to start working on the actual story.
When you write sales copy, you want to focus on being nothing but honest and truthful. You’re not just trying to create a story out of thin air only to sell something. You should be either telling your own story, or the story of someone else.
People simply love what is referred to as the hero’s journey. People enjoy hearing that someone else has struggled and experienced many of same issues they have. Even more, they like hearing that people were able to overcome those obstacles to achieve their goals.
Be The Hero…
You are going to be that hero for them. You’re going to tell your story and how your product enabled you to overcome your obstacle.
Start with the pain you felt when you encountered your roadblock. Really focus on the emotions and the struggles you went through. Then, talk about the chain of events that eventually led to discovering the solution. Then, hint at, or fully disclose, the solution you’ve found.
When you tell the story, make it interesting. Weave that tale. Remember how you would’ve told that story when you were six years old. Think about the excitement and ups and downs.
If you don’t have your own story, then you can talk in more hypothetical terms. Talk about the typical journey someone goes through when they have the problem your product solves.
Or, use someone else’s story. You either need to have permission for this or approach it from a journalistic slant.
Remember that it is important to be truthful. You don’t want to make anything up or appear to be anything you’re not. You don’t have to have gone through the same thing the people reading your sales copy have gone through, although it really does help.
Practice Writing Your Story
Practice, practice, practice.
Practice writing your story and seeing how effective it is. Your story really does not have to be that long when it comes to sales copy. It could be a few paragraphs or longer than that, if it serves the purpose of the copy.
Your story will typically be closer to the start of the sales letter, after you have captured their attention. In the beginning, it’s all about them, but then you can guide them through your story as a way of connecting with them and showing them that you understand exactly what they’re going through.
There is no one correct way to do this. Focus on what will work best for your sales copy and what is most likely to convert for you. Over time, you’ll get a feel for what works and what doesn’t work. You can also test different ways of presenting the story throughout the sales copy, as you strive to achieve the best conversion.
The Story Leads to Sales…
For all the reasons we’ve already talked about, weaving a story in throughout your sales copy can really help boost your sales. It can help people feel connected with you, which will help for this sale and for building your relationship with that buyer in the long term.
Don’t be fearful of writing a story in your sales copy. We talked about the fact that it doesn’t have to be long it doesn’t have to be difficult. But, it does have to show the ups and downs on the journey along the way. Make people feel that you understand them.
I can say from personal experience that writing a story for your sales copy can even be a lot of fun. The more you tell stories in your marketing, the more fun, and the more profitable, it is likely to be.