Truth is Stronger (and More Compelling) than Fiction
Fact or fiction, quip or epic, stories are everywhere -- movies, TV, books and, of course -- ADVERTISING! We
listened to them at bedtime when we were kids and we listen to them today to determine what we want to buy.
Sincerity is the Name of the Game
Do you have a compelling customer success story you can build up to demonstrate your company's superiority?
Has one of your employees performed a heroic act in the name of his or her service? If the copy can have human
interest where real people are involved in events that matter, this is very interesting to your prospect.
The 21st Century consumer is savvy and skeptical of advertising, so anything that is exaggerated will turn them
off instantly. Leave out any "get rich quick" marketing hype. Avoid anything that would strike the reader as simply
a cheap ploy to advertise your business.
Write a story that illustrates how your program, business, or product changed someone's life -- maybe even
YOUR life -- for the better. People should easily be able to put themselves into the story as the "I."
A 'life experience' SOUNDS like the truth because it IS the truth!
When a story is done right, your ad message will be woven throughout without screaming "HARD SELL" to a
reader.
Not Too Little, Not Too Much
Stories, sometimes called "case histories," are usually 300 to 400 words in length. Less than that and you won't
be able to get your marketing message across. Any longer and the reader may "bail out" before finishing the
story.
Here is an example of story telling in action:
General Motors OnStar campaign created a buzz since it launched in November 2002. The campaign uses live
recordings of people aided by OnStar's in-vehicle safety, security and information services.
"It's clear that these real-life stories are striking a chord with our subscribers and have helped dramatically
improve consumer comprehension of the benefits of OnStar," Tony DiSalle, vice president for OnStar sales,
service and marketing, said in a November press release. "In fact, roughly 3,000 people a month who previously
opted not to renew their OnStar subscription are coming back to the service."
The above is just one of the tactics discussed in the ebook "Forbidden Psychological Tactics". There are
many other useful tactics you will learn.
|
|
