The Compelling Story Technique
First, set the stage for your story. The idea is to grab the interest of the reader by presenting a situation that he or she can relate to. Ideally, the situation will form the basis for your story by creating a conflict that must be resolved. The more your prospect can identify with the conflict, the better your chances of enticing him or her to keep reading.
Next, offer the ideal solution for taking care of the conflict. In a sense, this is your shining knight that comes over the horizon to save the day. This is your chance to work in all the good qualities that make your solution the perfect way to deal with the conflict and thus restore order to the kingdom, which is the life of your prospect. Use this element to start building confidence that the solution really will work.
Third, demonstrate how the solution does in fact resolve the conflict. You can use case studies, testimonials, or a number of other devices to back up the claims you previously made. Again, make sure this proof is reasonable and will appeal to your audience in a way that helps them to envision using the product or service themselves.
Last, go for the sale. Inspire in the prospect a burning desire to possess this product by recapping all the great things it will do, and also note how reasonable the cost will be. Imagine, heaven can be had for such a low price! Once you have established this sense of urgency to own in your prospects, they will quickly become loyal customers who will gladly share your good name far and wide.
Introducing Your Offer and Instilling the Power Benefits
In general, your sales copy has only a few seconds to grab the interest of a prospect and move them along to closing the sale. That means you have to provide a quality introduction to what you have to offer and follow it up with all the reasons why your product should be chosen above all others. Here are some simple ideas on how to introduce your offer and quickly instill a sense of urgency about those power benefits.
First, don’t spend a lot of time on fancy words. Write the copy just as if you were speaking to the consumer in person. This will help you to avoid using too many words, and especially to stay away from using too many technical terms that could turn off your prospect before you ever grab their initial interest. Essentially, you are letting the consumer know they have a problem and you have a solution.
Next, get into the meat of that solution. Point out the main benefits of the product in question. Relate those benefits to common situations that come along with the problem. Illustrate how those benefits quickly and easily remove obstacles and restore order to a chaotic set of circumstances. Driving home how problems get solved quickly and easily will help to sustain interest.
Third, toss in some added power benefits. These can be anything from pointing out the time saved can be used for more enjoyable tasks to noting how the product helps to cut down on related expenses. These value add talking points will help to demonstrate that the product is truly indispensible, and make it even more attractive.
Last, recap the benefits. You can use a summary format for this, perhaps even a bulleted list. This helps to reinforce the benefits in the mind of the reader and prepare him or her for the close of the sale.
Using this technique will make a huge difference in the way your prospect responds to your product, and how quickly you can move on to closing the sale.
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