How Telling Stories Can Make Your Copy More Real

We humans are a funny bunch.

We love telling stories. We’ve used them for tens of thousands of years to pass along information and to entertain.

As a matter of fact, an article in The Guardian points out hearing and learning via a story aids in memory and retention.

So when it comes to marketing and selling… it only makes sense to tell a story.

For one thing, it will keep your prospect much more engaged and likely to continue reading.

I mean — who wants to sit down to read a bunch of facts, figures, and statistics about the latest gadget or service?

Help Your Reader See A Better Future In Their Mind

But by telling a story, you connect with the prospect’s imagination. They begin to see the story in their mind. It creates neurological connections which aid in memory and emotion.

A well-written story can do more to sell your product or service than any information-heavy tome.

The most classic example is the ad that John Caples wrote for the US School of Music home-study course.

His ad started with the headline, “They Laughed When I Sat Down At the Piano, But When I Started to Play!”

Fully half the ad went on to set the scene, the story, and the ultimate triumph of our protagonist.

He touched on the feelings of happiness, popularity, and a bit of braggadocio in us all to sell the home-study course.

And the ad was so popular it ran for years, completely unchanged.

Before television, radio, books, and even written language, we humans had stories.

It is engrained in our DNA to live vicariously through a story… to make the emotional connection with the subject.

By speaking to your prospect through a story, you are connecting with him or her on an emotional level which will help move them along the buying process.

Try it next time. Create a hero with a problem. Tell the story of how your hero overcomes the problem by using your solution.

And thank me later.