Remember, as a child lying in bed and listening to stories.
Remember how engaged you were. Remember how you never got bored
of them and always wanted to learn more.
Well, there's a good reason why... and here's how what you learnt
as a young child could help you attract, and keep more
customers...
Metaphors and stories have proven to be a powerful way of
influencing other people. They are also extremely interesting to
your potential customer, and connect with a deeper part of the
human psyche.
HERE'S 10 OF THE MOST POWERFUL TYPES OF SALES STORIES YOU CAN
INCORPORATE INTO YOUR ADS AND SALES LETTERS
1. Introductory Stories
These are stories about who you are, why you're writing to them,
and how you have assisted other people and/or businesses.
This is a perfect way to connect with your target audience and
generate rapport. Reveal something personal about yourself within
the story... and establish credibility and trust.
2. Stories Which Overcome Fears
Everyone has fears of some type. Identify the greatest fears and
concerns your customer has. And then show how other people...
just like them... who had the same concerns... overcame them,
and discovered there was nothing to worry about.
If you're selling a health product, the client may be concerned
it will not work for them. Tell the story of somebody else who
felt the same and where they are now. Perhaps incorporate this
structure within one of your testimonials.
This is a classic "Feel... Felt... Found" approach. I understand
how you feel. My previous customer used to feel the same way. His
experience now is...
3. Ego-Enhancing Stories
This type of story shows how people respect and look up to people
who use your services, or own your product.
For example, if you were selling a Mercedes Benz... you could
talk about a guy who bought one recently and how his colleagues,
family and friends were so impressed.
4. Attention Grabbing Stories
These are used to get people to focus on you, your products and
how you can benefit them. They explain why your customer should
sit up and listen to you... right now.
Here's an example from a sales letter from a company called "The
Supper Club..."
"How can I get in on this deal?"
The question was posed by a Daily Reckoning reader who was
referring to a deal I mentioned. Unfortunately, it wasn't a
stock. It was a private deal. And it was too late to get in
anyway.
But it's why I'm writing you today.
5. Product Information Stories
Don't just list the features & benefits of your product or
service. Tell a story which integrates this information.
6. Improved Productivity Stories
Outline exactly how your services and/or products have assisted
companies to increase their profits, become more efficient,
increase output and reduce down time.
Tell a before and after story of one of your customers. You'll
never guess how much (other customers) business has changed since
they started working with us...
7. Family Togetherness Stories
This type of story demonstrates how your product or services has
caused families to come together.
8. Money Stories
The idea here is to show people how your product or service will
save or make money for your customers.
For example, if you're a mortgage broker, give a case study of
a past customer... and how much money they have saved through
swapping over to you.
If you're a PR company, give an example of how you helped one
company get out of a rut.
If you're an accountant, reflect on how you helped a specific
customer save thousands of dollars on tax last year... because
you're up to date on all the tax changes.
9. Security Stories
This is a prime example of how you would go about selling an
insurance policy. Tell a story about how your products have
allowed your customers to sleep safely, and with peace of mind.
This could be used in the insurance industry, alarms, people
selling trusts, pest and termite controllers, safe cars like
Volvos... or any industry where people buy to feel more secure.
At the same time, it could be used for anybody who helps people
to make more money... or ensures reliability. For instance, a
marketing company could explain how safe one of their clients
feels about their business with all the extra income being
generated.
10. Closing Stories
Stories can be used here to close the sale and sum up all the
benefits you have to offer.
What stories could you use to promote your business?
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