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From the ancient times to current day – stories continue to hold readers and listeners spellbound. There is nothing better than a good story. It works almost like magic. You can give people information and motivate using stories without having the barriers that come up normally. This is a seldom used copywriting technique that work wonders for your bottom line.
Here are a few examples of successfully using stories:
The first is the single most successful letter ever mailed according to Denny Hatch, former editor of “Who’s Mailing What?”. How about that for proof this trigger works? It is the famous Wall Street Journal mailing with “two young men”. Here’s how the story (and copy) starts:
* * *
“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future.
Recently, these two men returned to college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same company Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.”
* * *
Here’s another example, it is from Joe Sugarman’s most famous ads for Blu-Blocker sunglasses. He uses a story approach:
* * *
“I’m about to tell you a true story. If you believe me, you will be well rewarded. If you don’t believe me, I will make it worth your while to change your mind. Let me explain.
Len is friend of mine who knows good products. One day he called excited about a pair of sunglasses he owned. “It’s so incredible,” he said, “when you first look through a pair, you won’t believe it.”
“What will I see?” I asked. “What could be so incredible?”
Len continued, “When you put on these glasses, your vision improves. Objects appear sharper, more defined. Everything takes on an enhanced 3-D effect. And it’s not my imagination. I just want you to see for yourself.”
* * *
And the copy continues in a story fashion. You’ll notice Joe’s friend talks about the benefits of the sunglasses inside the dialogue so prospects don’t have their “ad defenses” up. It slips right by.
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Yanik Silver at Your Success Club
