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? 

Scott Bywater is a direct mail copywriter and the author of 
Cash-Flow Advertising. To get a complimentary copy of his 
special report '7 Ways To Increase Your Turnover... No Matter 
What The State Of The Economy' (valued at $29.95) and a free 
subscription to his "Copywriting Selling Secrets" ezine where 
you'll discover how to write ads and sales letters that make 
people line up and practically beg you to do business with them 
visit his web site at http://www.copywritingthatsells.com.au