WHY STORY
I like to read a lot.[
You could say I think of myself as a “reader”
I might even think that reading infers some sort of “benefit” or even makes me.. “Smarter”
Looking at my current savings account….
It certainly hasn’t made me any fuckin richer. “yet”
“Reading makes you smarter”..
“This little bit a fat on my lower belly I got from doing GOMAD(A gallon of milk a day) in college makes me look like shit”
“ My arms are too scrawny, I would look so much more attractive if I added 10 LBS of muscle to my frame”
“ Why can’t I work consistently and for long periods of time? What’s wrong with me? Is this entrepreneurship thing really for me?”
We all tell ourselves stories about our current situations and circumstances.
Other words for Story are…
Beliefs…(The most relatable to anyone reading)
Or Robert Collier’s “The conversation going on in the prospect’s mind”.
It all means the same thing.
What does this have to do with writing ads?
Your writing.. Your ads and promotions MUST allow people with that problem to identify with it.
It must “grab them by the shirt collar” or have them “raise their hand”.
There’s too many ways to count to do this.
Look at this sales letter > https://swiped.co/file/anti-wrinkle-cream-ads-56-percent-hook/
Look past the BS claims and realize that any woman who’s insecure about their aging and skin wrinkles…
Will probably pay attention to this ad.
It’s not rocket science to do this when you intimately know the people you’re writing to.
Copywriters used to call up people individually to interview..
That’s the best way to do it still.
Second best is social media sites where people are anonymous and “bear all” about their feelings and problems.
But there is a problem.
It’s not enough to just get people’s attention…
You need to keep it.
And that’s not easy to do because of negative bias.
Their resistance to new things and affinity… perhaps addiction to the old..
Keep an eye for my next post on that.
By the way…
My agency has an email list.
If you join it you get two reports.
One on Clubhouse and the opportunity it holds… and the original report my mentor wrote on his Heuristic Copywriting System.
Get it here — (The page is only for the clubhouse report but you get both) — trust me
