Kamis, Juni 12, 2008
Tips For Magnetizing Your Copy II
By Michel Fortin
2. Tell a Good Story.
Good copy makes a good case. But great copy tells a good story. Keep this in mind: a great copywriter is also a great salesperson. However, all great copywriters AND all great salespeople also have one thing in common...
... They are also great storytellers.
I just returned from Ken McCarthy's System Seminar in San Francisco. And one of the surprise speakers was Gary Halbert. Now Gary, on a topic that at the time seemed totally unrelated to copy, sales or Internet marketing, began to talk about this newfangled anti-wrinkle cream he came across.
He went on to talk about how the product came about, how it was made and even how the product worked. While all these things seemed irrelevant, he did make a great point: he told a great story that captivated the audience.
He translated features into benefits, such as the fact that the cream contained special hydroxies formed during the crystallization process. The analogy was that these hydroxies were like millions of microscopic prisms that reflect light.
He went on to describe that it was those "prisms" that helped to make your wrinkles invisible. It was a terrific story -- and while some people missed it, Gary indirectly provided the greatest lesson of the entire seminar.
Because in his story, Gary provided several powerful lessons.
A key component of telling great stories is to relate them to the reader. Often, this can accomplished with the help of analogies, examples, metaphors and case studies. Why? Because the mind thinks in relative terms.
Here's an example (of both stories and analogies). When people object to long copy, I often argue that long copy is like a good Stephen King novel. If you were a diehard Stephen Kind fanatic, and if his latest book was, say, over 600 pages, would you stop reading it because it was too long? No.
In fact, most Stephen King lovers I know often read his books in one sitting. They tell me they simply can't seem to put the book down.
Dan Kennedy calls this "message-to-market match." Like a Stephen King fanatic, when your copy is targeted and your audience is interested in your offer, they will read it. All of it. No matter how long it may seem to you.