The headline isn’t a typo. Storyselling is intentional. After all, what better way to sell your services or products than through a story?
Everyone loves a good story
From our early history humans have depended on stories.
Before the written word, stories served as a way to preserve our history, to warn others of danger, and to amuse and entertain.
Most of us had the opportunity to hear stories read to us when we were growing up. As adults, we enjoy immersing ourselves in novels, movies and television shows. Why do we spend so much time on stories?
Stories help us connect
Good stories touch on common themes, and help us to see we share many similar challenges. Love, war, politics and family drama haven’t changed that much through the years, which is why people go back to the classics and read them over and over.
You can use the power of stories in your marketing. If you weave the features and benefits of your product into a compelling story, you’ll find that your audience will be more open to hearing about your offers.
Because great copy – copy that sells, copy that moves people – appeals to both sides of the brain. It touches both emotion and logic, and convinces the reader on a very profound level that what you are offering is the “complete package.” Stories are an effective way to deliver this logic/emotion package. People are naturally curious about stories, and they tend to drop their defenses when they fall into the rhythm of a good one.
Try weaving your features and benefits into a story. Tell the tale of a customer’s experience with your service or your product. Recount the reason you started your business. Share the story of how your service has changed the landscape of your town. Try telling a story from the point of view of one of your products. Run it in an ad, write it up as a press release, post it on a blog, or use it as web site or brochure copy. Because stories sell.
This is the third in a series of ten lessons called “Design 101.”
The next lesson will be about using typography to communicate your marketing messages.