[Copyblogger] The Savvy Copywriter’s Advantage: Creative Storytelling

The Savvy Copywriter's Advantage: Creative Storytelling The Savvy Copywriter's Advantage: Creative Storytelling Some people write to sell, and other people write to tell stories in novels and film. Pretty cut and dry, right? A copywriter is the selling type… she uses her talents to promote a person, place, thing, or idea. That copywriter chooses words to make the subject look and sound great so that a desired action happens. It’s all about marketing, sales, and conversions. But great copywriters are also storytellers. A History Worth Telling Storytellers have existed since the dawn of humankind. Cave dwellers told stories of their hunt or the discovery of a good location to set up camp. Villagers told stories of their neighbors or shared rumors that instilled fear and witch hunts. Churches and druids told stories to guide people and lead them on the path of good or evil. Around fires that warmed chilled hands, Vikings told stories of conquests and battles. Children told stories to share their dreams (or to escape a whipping). Jesters told stories to kings, breaking the monotony and encouraging a laugh. Modern-Day Storytelling Even today, stories surround us. The television tells stories of the plights of people in other countries. Movies tell stories to entertain and challenge us. Novelists tell stories to help people escape and relax. A good story grabs anyone’s attention. We love stories. We listen to the tale and imagine everything in our mind’s eye. We experience emotion and are compelled to take action because of the stories we hear. As a copywriter, if you can perk a reader’s interest with a good story, you have it made. You can increase those sales and get people talking about a product or a service. You can instill trust and project credibility. You can stir up commitment and encourage action in a specific direction. You can get people talking. Your story creates more stories, and these people spread the word to everyone. Word of mouth is the best kind of promotion there is, after all. Where to Use Storytelling Think there’s no storytelling in copywriting? Think again. Long sales copy uses stories, playing on people’s fears and emotions, reaching out to show them how they can solve their problems with the solution you offer. Press releases use stories, too. Journalists pick up on stories that are worth repeating. They spread the news and talk over events that happen in the world around us. Case studies are stories about people’s lives, and how they were affected. Textbooks use stories and examples to enhance learning and show students real life applications. Entire websites can be stories too. The About Us page is a great place to start. The Home page of any site tells a story too (and if it doesn’t, it probably isn’t doing very well in the conversion department). Each page leads a reader from one story to another: Who these people are. How these people can help. Why you need these people. Why you should buy. It’s All About the Story Storytelling allows you to prick the interest of prospects who might not otherwise stop to read. Invite them in. Have them sit down. Get them intrigued in what comes next. Build the anticipation. Touch their minds. Evoke their emotions. Touch their hearts. Learn to find that spark of storytelling and use it to light up your copy. Twine the tale around your words, and see if it doesn’t have positive effects on the results. Creativity isn’t just for fiction writers, and strategic storytelling can produce spectacular sales results. If you lack a good story, you’re less likely to create copy that converts and more likely to waste time and money. And that’s not a story you or your client wants to hear. About the Author: If you like a good story, then head to Men with Pens, where James and Harry regale readers with funny stories, wise tales, and great web working advice. Better yet, get it all via RSS feed here. • Email to a friend • Related • View comments • Track comments • •

---

Click here to safely unsubscribe now from "Copyblogger" or change subscription settings

---

---

Your requested content delivery powered by FeedBlitz, LLC, 9 Thoreau Way, Sudbury, MA 01776, USA. +1.978.776.9498

 

[Copyblogger] George Carlin on Writing

George Carlin on Writing George Carlin on Writing Whether you enjoyed his material or not, George Carlin was a gifted writer and performer with a particular talent for language. Not only in his wonderfully rhythmic word choice, but also in his ruthless linguistic dissection of the symbols we take so seriously without a second thought. Eleven days ago, Psychology Today Senior Editor Jay Dixit interviewed Carlin by phone. Dixit went into great depth with Carlin, and the comedian himself called it "the most complete interview I've ever done." It was also his final in-depth interview, as George Carlin passed away from heart failure June 22, 2008. The whole interview is long, but great reading. Here are a few parts that stood out to me: On Being a Writer "I wanted to be distinguished from the ones who didn't [write their own material], and I was proud of it, so I would say I am a comedian who writes his own material. And then at some point, I discovered what I really had become was a writer who performs his own material." On the Development of Ideas "So if I write something down, some observation—I see something on television that reminds me of something I wanted to say already—the first time I write it, the first time I hear it, it makes an impression. The first time I write it down, it makes a second impression, a deeper path. Every time I look at that piece of paper, until I file it in my file, each time, the path gets a little richer and deeper so that these things are all in there." On Finding a Unique Angle "One of the voguish terms, which is so repellant to me, "thinking outside the box." To settle for that kind of language is embarrassing. But that’s a very useful picture. I try to come in through the side door, the side window, to come in from a direction they're not expecting, to see something in a different way." Check out the entire interview here. And so long, George… anyone who thought to ask if there was another word for "synonym" is all right with me. About the Author: Brian Clark is the founding editor of Copyblogger, and co-founder of Teaching Sells and Lateral Action. Get to know Brian better by following him on Twitter. • Email to a friend • Related • View comments • Track comments • •

---

Click here to safely unsubscribe now from "Copyblogger" or change subscription settings

---

---

Your requested content delivery powered by FeedBlitz, LLC, 9 Thoreau Way, Sudbury, MA 01776, USA. +1.978.776.9498

 

Billboard Regional Mexican Music Summit 2008 - Get the Early Rate!

		Don't Miss The ONLY Summit Dedicated Exclusively to the Top Selling Genre of Latin Music!
		Register Today & SAVE $150! Click Here Register By July 18 to Receive The Earlybird Rate of $249
		Now in its 3rd year, Billboard's Regional Mexican Music Summit celebrates regional Mexican music and unites the key industry players that drive this lucrative sector of the Latin music business. Join today's top regional Mexican artists, concert promoters, retailers, sponsors, managers as well as record label, digital/mobile entertainment, marketing, advertising and radio executives to network, do business and discuss hot industry topics such as: • Radio, Touring and Retail Trends • New Digital/Mobile and Licensing Opportunities • Publishing and Copyright Issues • Innovative Marketing/PR Strategies to Introduce New Artists    into this Market THIS UNIQUE EVENT ALSO INCLUDES: • The Billboard Superstar Q&A • Live Artist Showcases with Up-And-Coming Acts • Roundtable Discussions • Networking Cocktail Receptions AND MUCH MORE!! Register Today! Visit the website for the most up to date information. Click Here. Registration Issues: 646.654.4643 • Sponsorships: 646.654.4648 Wilshire Grand: 888.773.2888
		www.RegionalMexicanMusicSummit.com

To take your email address off of the list for future messages from Billboard Events, please follow this link:
http://vnh10.net/o/?ZXD=32.227322866.227322866

Billboard - Nielsen Business Media - 770 Broadway - New York, NY 10003

[Copyblogger] The Most Powerful Persuasive Element of Blogging

The Most Powerful Persuasive Element of Blogging The Most Powerful Persuasive Element of Blogging As a content marketing strategy, what's the most powerful aspect of blogging? Which psychological trigger is most likely to inspire the click, whirr purchase decision you're hoping for? Is it reciprocity, social proof, or authority? What about scarcity or commitment and consistency? Well, it's all of those combined. But the most powerful additional thing about blogging is an aspect of human nature that doesn't require a psychology degree to understand. Blogging allows people to like you, and people like to do business with people they like. Sounds simple, huh? Well, to some degree it is simple, especially if you're the type of person who's naturally likeable to your ideal audience and can communicate that likeability with your content. But there are also some time-tested copywriting techniques that allow for a stronger bond between blogger and regular readers. Let's look at five of these below. 1. Relationship First, Sales Second It may sound like some hippy dippy social media thing, but any smart direct response copywriter will tell you to sell the relationship before you try to sell anything else. With blogging, you're not confined to a static sales letter, so you have the luxury of building credibility and trust with your audience over time. When you consistently deliver valuable content that informs while demonstrating your expertise, people naturally learn more about you and feel an actual bond. But don't forget that what others say about you is more important than what you say about yourself. 2. Use a Passionate Voice Passionate content sells, because it combines an emotional response with desired information. When your content is delivered in a voice that clearly shows your enthusiasm, it's infectious, and strengthens the bond between writer and reader. And don't be afraid to show when things get you upset. As long as you're in tune with your audience, there's a good chance they feel the same way. You might not need to be Gary Vaynerchuk, but you've got to show you care, and that you've got a pulse. 3. Emphasize Similarities It's funny, but in our quest to be authoritative experts, we often place distance between ourselves and the audience. This may be one of the best benefits of blogging when compared with other content marketing strategies—you get to demonstrate common interests and beliefs with your audience over time. Revealing mistakes and faults makes you more credible, not less, and letting people know you're more like them than not can only strengthen the relationship. That's why microblogging services like Twitter are exceptional supplementary marketing tools, since they allow you to find common ground with readers while keeping your blog content focused on building authority. 4. Maintain Regular Contact Psychological studies show that the more a test subject becomes familiar with a person they haven't met, the more they end up liking that person when they do meet. The more people come to like you, the more influence you have with them… it's that simple. People begin to feel as if they know you through your content if your voice resonates with them, and this increases the liking response. Sure, subscribers come to you initially for the value you provide with regularly-published content. But eventually, something more emerges beyond simple self interest and a bond develops as you become more familiar to them. 5. Have a Common Enemy Sharing a common enemy may be the most powerful strategy for bonding with your audience. It kicks in the innate tribal instincts we humans still carry, and provides a voice of opposition that your readers want to join with. Dr. Robert Cialdini calls this the "Good Copy/Bad Cop" phenomenon in Influence: Science and Practice, and you're likely familiar with the strategy. By having a common villain, you're dramatizing the problems your audience faces in a way that naturally aligns you with them. The enemy could be Google, the IRS, trans fats, the liberal media, evil corporations, procrastination, cellulite or celebrity culture. Just make sure you pick an enemy that your audience shares, or your results will head in the other direction. What do you do to strengthen the bond with your audience? Let us know in the comments. About the Author: Brian Clark is the founding editor of Copyblogger, and co-founder of Teaching Sells and Lateral Action. Get to know Brian better by following him on Twitter. • Email to a friend • Related • View comments • Track comments • •

---

Click here to safely unsubscribe now from "Copyblogger" or change subscription settings

---

---

Your requested content delivery powered by FeedBlitz, LLC, 9 Thoreau Way, Sudbury, MA 01776, USA. +1.978.776.9498

 

[Copyblogger] Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits

Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits In earlier posts, I talked about how to use emotional benefits to drive reader interest, and gave you some sample headlines you could use as a jumping-off point. Emotional benefits trigger the “me-want” response. They create desire for our offer. But creating desire isn’t usually enough. Unless you’re selling a purely emotional product like fashion or music, you also have to give your reader enough logical ammunition to justify the purchase to himself. This is where logical benefits come in. These are all the rational, intelligent reasons we have for buying the stuff we want. You hook prospects with the heart, but you close the deal with the head. Logical benefits aren’t necessarily about logic The funny thing about logical benefits is that they’re often important for a very emotional reason. Your customer’s “me-want” reaction is warring with a “what if I’m an idiot?” insecurity about buying the wrong thing, spending too much, or outright getting scammed. Most people are terrified of feeling foolish. They’re anxious about the possibility of spending money and later feeling like a chump. Logical benefits help soothe that fear. They provide reassuringly objective reasons to buy, which helps nervous prospects settle down and feel comfortable enough to type in that Paypal password. Some classic logical benefits that can boost your response Financial value. This doesn’t work for everything, but when it does, it’s a killer. Spend some time thinking about how to make it work for you. Figure out a way to assign a dollar amount to the benefit you provide–an amount that’s far greater than your product’s asking price. For example, if you sell a book on time management, quantify that to “my audio program helped this Fortune 500 executive save more than $34,000 a year by eliminating waste and improving productivity.” Set up a no-brainer equation. $34,000 against a set of $97 CDs makes the decision pretty simple. Remember, you can compare apples to oranges in persuasive writing. Don’t compare the cost of your $39 home study course to other e-courses; compare it with a $499 in-person seminar that delivers the same results. Measurable results. This is the obvious one . . . what does your product do? What problems does it solve? Remember, even though we’re focusing on logic, you’ve still got to translate features into benefits. Warehouses become 196% more efficient when they use your software. Dieters who use your program lose an average of 13 pounds. Golfers who complete your course take an average of 2.4 strokes off their games. When you’re describing logical benefits, translate anything you can into numbers. (And don’t round them off. Highly specific figures are more convincing.) Risk reversal. Explicitly offer your concrete reassurance that the customer is not, in fact making a dumb decision. Offer a strong guarantee and a great service promise. Remember, if it can go wrong, it will go wrong. Make yourself very clear: if things don’t work smoothly for the customer, you’ll make it right. Where do logical benefits go in your copy? Benefits tied to product features normally make up the meat of your copy. After you’ve led with an emotional hook that gets the reader involved, start stacking up those logical benefits. Make them measurable, and be sure you’re not relying too heavily on features (what your product does) over benefits (what your customer gets). Testimonials are an especially good way to make a logic-based argument. Instead of trumpeting that 147% improvement yourself, get one of your customers to describe it for you. Traditionally, you also want a nice cluster of logical benefits at the end of your persuasive copy. This is the right spot for risk reversal points, but it’s also good for some additional results-oriented evidence. Your prospect wants to say yes, but her hand is wavering as she reaches for that credit card. Logical benefits can give a gentle, reassuring push to get her past the tipping point. And don’t overlook the chance to provide some additional logical benefits after the sale. Give your customer all the evidence in the world to satisfy herself that she’s made a great decision. What happens when you don’t provide logical benefits? You’ll probably still make some sales if your message is completely based in emotion. There are enough impulsive, emotionally-driven folks out there to keep a lot of us in business. The problem is, today’s emotional purchase leads to tomorrow’s regret. If you haven’t provided logical, rational reasons to buy from you, you’re asking for more than your share of returns and complaints. Remember the prospect insecurity we talked about above? Your product might be outstanding, but if you haven’t sold the brain as well as the heart, your customer will start to second-guess himself. That sets you up for an unacceptable number of returns and service calls, as well as shutting down the potential for repeat and referral business. If you’re attracting interest but not closing deals, take a look at your logical benefits. Get your readers’ heads and hearts working together to create loyal, happy and profitable customers. About the Author: Get more online marketing advice from Sonia Simone by subscribing to her blog today. • Email to a friend • Related • View comments • Track comments • •

---

Click here to safely unsubscribe now from "Copyblogger" or change subscription settings

---

---

Your requested content delivery powered by FeedBlitz, LLC, 9 Thoreau Way, Sudbury, MA 01776, USA. +1.978.776.9498