The Compelling Story Technique
Any successful copy is going to tell a story. Just how well that story is told makes all the difference in whether or not a prospect turns into a customer. Here are a few tips to help you tell your story in a way that will hold the attention of the prospect and keep it all the way through to the close of the sale.
First, set the stage for your story. The idea is to grab the interest of the reader by presenting a situation that he or she can relate to. Ideally, the situation will form the basis for your story by creating a conflict that must be resolved. The more your prospect can identify with the conflict, the better your chances of enticing him or her to keep reading.
Next, offer the ideal solution for taking care of the conflict. In a sense, this is your shining knight that comes over the horizon to save the day. This is your chance to work in all the good qualities that make your solution the perfect way to deal with the conflict and thus restore order to the kingdom, which is the life of your prospect. Use this element to start building confidence that the solution really will work.
Third, demonstrate how the solution does in fact resolve the conflict. You can use case studies, testimonials, or a number of other devices to back up the claims you previously made. Again, make sure this proof is reasonable and will appeal to your audience in a way that helps them to envision using the product or service themselves.
Last, go for the sale. Inspire in the prospect a burning desire to possess this product by recapping all the great things it will do, and also note how reasonable the cost will be. Imagine, heaven can be had for such a low price! Once you have established this sense of urgency to own in your prospects, they will quickly become loyal customers who will gladly share your good name far and wide.
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