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Nothing in “Top Gun” movie told you to buy Maverick’s brand of sunglasses or join The Navy.But the movie “sold” both products to hordes of people. Below are 3 storytelling methods I’ve used in some of my most profitable sales letters, emails and other marketing campaigns.They know and use the words and phrases that ring truest and “speak” to them about the problem or desire. Obviously, it’s totally impractical; you’re not going to hire one of your customers or leads to write your sales copy. In the lead of this article, you saw the mention of indispensable copywriting tools. The answer is: “As good as you possibly can.” A so-so writer who knows their customer well will always get better results with their sales copy than a rock star writer who has an incomplete or assumed understanding of the customer.They are the authors of the conversation they are having in their mind, about their problem and your solution. The most indispensable of these tools is knowing your customer. When you can truly get inside the customer’s head and their heart, you will write the kind of copy that they will read all the way through because it speaks to them about their problem/desire and your solution in the same way they “speak” to themselves about these things. When you fail to get inside the customer’s head, you end up writing the same kind of “hype-y,” come-on, sales pitch copy that they’ve seen over and over—the kind that makes them hit “delete” key or crumple it up and shoot a three-pointer into the wastebasket.Have you ever gotten sucked into something that you were also ashamed to read? I was listlessly checking my email when I noticed a text ad that I must have seen more than 10,000 times. The worst mistake a woman can make is not seeking help.“How to catch and keep a man.” Those ads are as oddly ubiquitous as the text link ads for Acai Berry Wonder Diets, but I always assumed that ads with links like “Why Men Withdraw and What to Do About It” were for women who are more pathetic and malleable than me. Because men are so hard to understand, and Christian Carter has spent years reading every relationship book ever published, and he has thought deeply about the psychology of men and women when they are dating. So sign up and give him your credit card for his e-book at a price of .97 and his emails (interviews with relationship and dating experts) at a monthly charge of .97.
Copywriting involves many different tools that a writer can have in their arsenal.
This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.
For example: If you sell an e Book on how to get rid of painful urinary tract infections, you would tell the story about all the pain urinary tract infection caused you — including what it was like, how nothing gave you relief, and the embarrassment, humiliation and other physical (and psychological/emotional) horrors you endured. And, very easy to write, too — just tell your story. This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.
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The sickest thing is that for a moment I even considered typing my credit card address, until I awoke from the hallucination and realized it would be hell to get him to stop charging me money.