If you've ever wondered why so many sales letters (and webinars
for that matter) seem to spend more time telling you about the person's
background than the actual product, there's a good reason. They're
telling a story. And we've been trained since the first time we watched
television that stories are just that - stories.
They're not sales pitches.
So the long story - usually rags to riches or taking forever to find the solution to the problem they're about to sell you - is actually a superb pre-amble to making the sales pitch.
Our minds go to a different place when we're told a story.
And, in that process, our normal anti-sales defence mechanisms get lowered.
After all, in our minds eye, all that's happening is the adult equivalent of Red Riding Hood. And, despite the best efforts of the big bad wolf, that turned out OK in the end.
So the same must happen with this story, mustn't it?
That's the process our minds go through.
Maybe with a bit more analysis.
But likely with even less analysis - something along the lines of "I'm being told a story. Let's relax."
Which explains why lots of sales letters you encounter go to great lengths to tell you a story.
There's a classic mail order sales letter which stood the test of time for years (highly unusual for mail order) which told of two friends who were almost identical - they came from the same town, went to the same college, worked at the same company. Except one was a factory worker and the other was managing director. The difference was that the successful one of them read the newspaper that was being sold on subscription.
Very powerful stuff.
And it shows the power of using stories to promote your product.
I'm the first to admit that I don't do this as often as I should. Almost certainly to the detriment of my sales and it's on my to-do list to incorporate more often.
The story doesn't have to be a life story.
It could be as simple as relating the barriers you encountered when you were learning to use whatever it is that you're selling.
The mistakes you made along the way, all the money you spent finding out how not to do something.
Much like Thomas Edison is quoted as saying: "'I have not failed. I've just found 10,000 ways that won't work."
That can then be turned round to a time saver for your potential customer - they don't have to spend all that time and all that money finding out what you've already discovered.
About two thirds of the way through your letter, you perform what used to be called a segue in music (and nowadays is called a mix).
You use a few sentences to turn the page round from story telling mode to sales pitch.
The subtler the turnaround, the better.
Because that way your reader isn't jolted out of their "being told a story" mode.
So their defences are down and they're more likely to buy from you.
If you've encountered any sales letters that begin by telling you a story, go back to them and read them with fresh eyes.
If you can't find them quickly, you'll be alert to the idea now and you'll spot them quickly. Then pay attention to how they relate the story and how they perform the segue from story telling to sales pitch.
They're not sales pitches.
So the long story - usually rags to riches or taking forever to find the solution to the problem they're about to sell you - is actually a superb pre-amble to making the sales pitch.
Our minds go to a different place when we're told a story.
And, in that process, our normal anti-sales defence mechanisms get lowered.
After all, in our minds eye, all that's happening is the adult equivalent of Red Riding Hood. And, despite the best efforts of the big bad wolf, that turned out OK in the end.
So the same must happen with this story, mustn't it?
That's the process our minds go through.
Maybe with a bit more analysis.
But likely with even less analysis - something along the lines of "I'm being told a story. Let's relax."
Which explains why lots of sales letters you encounter go to great lengths to tell you a story.
There's a classic mail order sales letter which stood the test of time for years (highly unusual for mail order) which told of two friends who were almost identical - they came from the same town, went to the same college, worked at the same company. Except one was a factory worker and the other was managing director. The difference was that the successful one of them read the newspaper that was being sold on subscription.
Very powerful stuff.
And it shows the power of using stories to promote your product.
I'm the first to admit that I don't do this as often as I should. Almost certainly to the detriment of my sales and it's on my to-do list to incorporate more often.
The story doesn't have to be a life story.
It could be as simple as relating the barriers you encountered when you were learning to use whatever it is that you're selling.
The mistakes you made along the way, all the money you spent finding out how not to do something.
Much like Thomas Edison is quoted as saying: "'I have not failed. I've just found 10,000 ways that won't work."
That can then be turned round to a time saver for your potential customer - they don't have to spend all that time and all that money finding out what you've already discovered.
About two thirds of the way through your letter, you perform what used to be called a segue in music (and nowadays is called a mix).
You use a few sentences to turn the page round from story telling mode to sales pitch.
The subtler the turnaround, the better.
Because that way your reader isn't jolted out of their "being told a story" mode.
So their defences are down and they're more likely to buy from you.
If you've encountered any sales letters that begin by telling you a story, go back to them and read them with fresh eyes.
If you can't find them quickly, you'll be alert to the idea now and you'll spot them quickly. Then pay attention to how they relate the story and how they perform the segue from story telling to sales pitch.
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