Nett Knowledge Blog

I've been a student, researcher and advocate of internet marketing sales copy for several years now, and have often found myself asking the question "WHAT" is it that makes a successful website sell so many thousands of dollars worth (sometimes millions) of whatever it is that they sell. These companies are often small mum and dad, or one man band operations too, not the large companies with pockets padded with endless marketing dollars.

The one thing I've found in common of all of successful sales based websites, salespeople, marketers and speakers is they are all wonderful story tellers. Please don't look upon story telling as lying, bending the truth or fibbing in any way, as I'm sure that some of you may link the term "Story Telling" back to the days of school the naughty student would tell a big fib and the teacher (or principal) would say "Nice story, but now tell me the truth son!"

What I'm talking about here is the use of a well constructed, integrious, based on fact story telling. In this context there is nothing better than a well put together story, they work like sales miracles in giving your prospects information and motivate them to act, because they "Relate" to you and the stroy told. The amazing thing that often dumbfounds me is this strategy is very seldom used in copywriting on websites!

Below is the use of a sales letter story that according to the former editor of the Wall Street Journal, Denny Hatch who had a column called "Who's Mailing What?".

Here's how the story starts:

"On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both - as young college graduates are - were filled with ambitious dreams for the future.

Recently, these two men returned to college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same company Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was a small department of that company. The other was its president."

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And here's another example from a famous copywriter in the US by the name of Joe Sugarman and his most famous ad for a company called Blu-Blocker sunglasses.

Here's his approach:

"I'm about to tell you a true story. If you believe me, you will be well rewarded. If you don't believe me, I will make it worth your while to change your mind. Let me explain.

Len is friend of mine who knows good products. One day he called excited about a pair of sunglasses he owned. "It's so incredible," he said, "when you first look through a pair, you won't believe it."

"What will I see?" I asked. "What could be so incredible?"

Len continued, "When you put on these glasses, your vision improves. Objects appear sharper, more defined. Everything takes on an enhanced 3-D effect. And it's not my imagination. I just want you to see for yourself."

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You get the idea, and the above story continues to deepen the message as the reader is drawn further into the story.

One thing you'll want to take particular note of, is how Joe's friend mentions the benefits of the sunnies in side the dialogue so potential clients don't have a hieghtened sense of being advertised to, so their "ad defenses" don't go up and it comes across as a natural conversation.

The final example I want to show you today is from an email by a well known internet marketer by the name of Yanik Silver, in this email he uses the story element to great effect to promote a product called the "Power Pause" that was written by a friend of his John Harricharan.

See how Yanik implements the story element below:

SUBJECT:
[[firstname]] - 3 minutes to greater joy, wealth and happiness?

BODY:
Hi [[firstname]]

I stumbled across something unusual recently....

And as a valued subscriber I wanted to let you know about
it.

A few months ago I met a man named John Harricharan at a
seminar, who graciously offered me his material to review.

I smiled and politely thanked him but I knew that I probably
wouldn't get around to reading it anytime soon. (You should
see my stack of reading material to get to and I'm actually
a quick reader.)

But as luck would have it, I was going away on my honeymoon
one week after this seminar and I decided to bring some
'lighter' reading along.

Honestly, I can't remember the last time I read a book that
didn't deal with the subject of marketing or advertising,
but once I started reading John's material on the airplane
and I couldn't put it down.

It was simply incredible!

His manuscript combined every success principle I've ever
been taught and wraps it all up into one succinct exercise
called a "Power Pause". And the best part is it only
takes just 3 minutes and 3 steps to achieve.

Yep! Only 3 minutes!

The truth is, I constantly find myself applying John's
simple (yet extremely powerful) "Power Pause" principles
in my life now and I feel like there is no problem or
situation I can't conquer. (Frankly - I'm not one of
those spiritual 'walk on hot coals' type of guys - but
this stuff really has had a profound effect on my life.)

What's more, other top marketers like Declan Dunn,
Jonathan Mizel, Monique Harris, Joe Vitale and Marlon
Sanders all vouch for John's material (he even has an
endorsement from famed Deepak Chopra, MD).

It's amazing to think there are only 3 steps to solving
almost any problem you'll ever deal with (money, happiness,
relationship, you name it). And John assures me that it
Copyright Surefire Marketing, Inc. All rights reserved.
works for anyone willing to give it a try.

The only thing you need to give this information a shot,
is an open mind. Open enough to take a chance on yourself
and the material contained in the "PowerPause". (Actually,
you don't even need to take a chance because his proven
material is backed by a 100% unconditional, guarantee --
so you really can't lose!)

Do yourself a favor and check out this valuable
information by clicking the link below:
Click Here for details

You'll be glad you did!

Yanik Silver

P.S. Could there really be 3 steps to happiness, joy,
wealth and getting almost anything you really want in
your life? I couldn't believe it either until I applied
the "Power Pause" material myself here:
Click Here for details

****

I hope that you take some of these elements and use them instantly in your own story telling processes for your business, if you can master the art of solid story telling, you'll win the trust, admiration and custom of many clients who seemingly "Just have to connect" and buy from you!