The Essentials of Winning Sales Stories

by Franco on November 16, 2007

As human beings we all search for some structure. We all want some sense of order and predictability in our lives. Your online visitors are no different. Your readers want more than just the facts, they want a good story. That’s not to say that we don’t want the facts, because we do, we want to believe anything and everything that is good. As an online business owner or
(or both) it’s our job to provide the facts to our readers but to do so in an interesting manner so that the reader takes away something meaningful. Stories have a familiar structure, and a good story allows us to feel as though the conclusions it draws are our own.

When was the last time that you read the facts about something and almost as quickly as you read it, it was forgotten? Or possibly you read a story, but it was so bland that it didn’t leave enough emotional value with you to remember it? Facts and features on their own go in one ear and right out the other, but when they are wrapped in the emotion of a story, they become memorable.

In our elementary education we are taught through stories. Most published works are also told in story format. Stories are our natural way of processing the world around us. As marketers and online business owners, it’s our job to provide copywriting that will attract readers. If we don’t provide attractive copy, we lose readers or we simply do not attract them. When you practice your story telling skills and execute good copy on a regular basis, you obtain near perfection in your marketing. YOU become unstoppable!

So what attracts readers and makes for a powerful selling story?

Enthusiasm. YOUR enthusiasm for the story. In order to tell a good story, you have to know why you are telling it. Not only must you know what your point is, but, you must also be excited and completely sold on the value of your sales story. All of the excitement in the world won’t be enough if that’s all it is, you must have a character or narrator to help guide the reader through the story. This character must be able to be identifiable with your reader and also trustworthy. If these things are all done correctly, your reader will project themselves into the story. At this point the story is becoming memorable. If the reader is able to step into the characters shoes, and participate in the story, you have attracted the reader. What is your next step? !

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