When you present your sales message, your prospect is essentially asking you a couple of questions. The first one is, who are you and why should I trust you? And the second question is, do you know what you are talking about?
And you are telling your story to help them trust you, build rapport and understand you. And you are also telling it to build credibility and trust so that they feel that you know what you are talking about.
The human mind tends to “think in stories.” Pure information without stories, examples and application tends to “roll off” and not stick.
Importantly, when you begin to tell a story, the person listening goes into “open relaxation” mode, their defenses come down, and they begin picturing what you’re telling them.
Your story is an excellent way to build credibility and trust with your Prospect – which are both critical to persuading them to take action and buy what you’re selling.
Now, it’s a real skill to be able to get and keep another person’s attention, especially when writing marketing copy. If you look at some of the most successful sales letters and videos, often they run into dozens of pages and sometimes they are even sixty minutes long.
Will anybody listen for that long or will anybody watch a video for 30 or 60 minutes? I would never read that much copy! And so we see that it’s really a skill to be able to capture and keep the person’s attention and their interest for that long.
A good comparison is, have you ever tried to keep a child interested over ten, twenty, thirty minutes? Or also, have you ever tried to distract the child from something that they wanted. So what you see here is that it’s very challenging to capture and keep a person’s attention and to really lead their imagination over time. But if it’s something that they want well then it’s hard to take their attention off from it.
And this is why it’s so important to start with emotional power words to really capture the attention with the great headline, to promise big benefits and results and then kind of pull them in and get them interested in your story.
We talked a little bit the idea of ‘rapport’, the idea of feeling in sync with another person. But another aspect of rapport is that the more similar a person feels to you the more influenced they are about you. Or, the more that they feel that they are like you and you are like them, the more likely they are to be influenced.
Then, as you tell your story about how you created your product and service, and how you discovered the secrets you used to create them, you want to keep your ideal prospect in mind and tell your story, share parts of your story, in a way that are similar to their story and to the story that they want to have.
You want to use the words that they use, speak in the tone of voice that your prospect speaks in. Use the phrasings and sayings, you want to use sentence of the same length that they use. In other words, you want to talk as much as you can in their voice.
When we meet new people, when we come to new websites, when we are listening to new sales or marketing pages; unconsciously what we are doing is we asking, can I trust you? Can I trust you? Can I trust you? And it turns out that trust between people is a really big deal. And if you don’t have trust well then your prospect won’t act, they won’t take action, they won’t buy your product or service. And so in order to build credibility and build trust it’s important that you tell your prospect, who you are and very importantly how you figured out, how to solve problems that they have and how to get the results that they want. You want to tell them how you figured out the solution so that they can come along with you.
The best non-fiction authors write in the way that you feel like you are making the discoveries alongside of them. It’s almost like you are figuring out the next step right before they tell you so that you feel like you are getting smarter as you go through the material, not like you are just being taught that understandingly, not like someone that’s just kind of, talking down to you or they are telling what you need to believe. In other words, it’s really interesting because it lights up all of your neurons and the brain and kind of makes you go, wow that’s really interesting, really feel like I’m learning something. And when you tell your story and it lines up with their story and then it leads into solution, it leads into the discovery of really important insights and may be even they are sharing a couple of those. And then it leads into the introduction of your product or your service, it builds a lot of credibility, it allows the prospective customer to say, ah, now I get how this works and wow you are really like me, we think alike, we have similar values and similar ideas.
Human beings tend to think in stories. This is how most humans conceptualize information, in the context of a story with other information. So it’s important when writing copy that you learn to tell stories with skill.