How to Create Sales Writing That Works: Lesson 3 – Storytelling

Throughout history, man (and woman) has told stories. That was how information was passed from person to person. We have all grown up listening to stories – fiction as bedtime stories or fact from stories told to us about the ‘olden days’ by our Grandparents.

 

The human race is preconditioned to listen to stories, so why not exploit this fact with your sales writing?

 

Before you get carried away, I don’t mean that you should start every project with ‘Once upon a time…’ although I dare say there may be occasions when that could be very effective. But if you can incorporate a story within your copy, your reader will be struck helpless and will not be able to resist reading it.

 

How to incorporate a story

 

If you are writing a sales letter, you can easily don your storyteller’s hat in this way:

 

Dear Mrs Bambride,

 

Like you, Dorothy Jones found she was having difficulty in coming up with original material for her sales literature. She spent hours of her time trying to create something fresh and interesting. Then she came across Briar Copywriting. They were fantastic and, from her brief, produced a new and compelling brochure. Sales and enquiries have now increased…

 

You can use a similar technique for webcopy but of course the best way to incorporate a story into your literature is by using a case study. By its very nature, it is already a story.

 

But which ever method you use, keep its content and subject matter relevant. You must stay focused on your reader.

 

 

Sally Ormond

Freelance Copywriter

 

Sally Ormond is a professional website copywriter, SEO copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have or for a complimentary webcopy analysis.