Daniel Burstein

Copywriting: Do you take your prospects on a journey?

You’ve seen the statistics. Customers receive 12 million billion marketing messages a day.

Plus they’re busy, and have short attention spans.

So you may think, “I have to get my sales message and value prop to my customers as quickly as possible.”

But your goal as a marketer is not to get quick information in the hands of a customer. It’s to take them on …

 

The buyer’s journey

Let’s use “Star Wars” as an analogy.

George Lucas could have made a two-minute video on YouTube and said, “So … they’re brother and sister. And on top of it, the dude he’s fighting is actually his dad. Weird, huh?”

But if he did, I’m betting he wouldn’t have this level of brand loyalty more than 30 years later.

Storytelling is powerful.

It helps people see a new way of looking at the world. As a marketer, that includes how the world would be with your product or service in it.

By taking your prospects through a story, you help to welcome them into the world of your product, help them drop their defenses to actually hear what you’re saying, and get them to internalize your value proposition.

Your challenge is to decide how every element of your marketing can take them on that journey. For a simple purchase, this journey may happen in a single email or print ad. For a considered purchase, it may occur across an email drip campaign, nurture track or an entire marketing funnel.

You can watch the free MarketingExperiments Web clinic replay, “Copywriting on Tight Deadlines: How ordinary marketers are achieving 103% gains with a step-by-step framework,” to learn more about how story connects to the conversion process.

 

Photo attribution: Star Wars Blog

 

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  1. February 27th, 2014 at 17:05 | #1

    Love your analogy, Daniel. Great point, also, that storytelling is useful among all marketing elements.

  2. February 28th, 2014 at 14:37 | #2

    Agreed. I love the analogy. A powerful story is something people remember and share. Thanks for the post!

  3. March 1st, 2014 at 11:52 | #3

    Great point. What sticks with me from journalism school, is that good writing is about people and great story-telling. Behind each and every person are many amazing stories. Ps. Awesome Star Wars reference!

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