The fastest and most effective way to engage your readers into your content is to draw them into a story. People are naturally pre-disposed to enjoy stories, so if you can wrap your sales copy in an engaging story that connects emotionally with your reader, you have a better chance of getting them to make a buy decision.
Injecting Your Personality
The story you create to sell your product can be either your own first person account of how your product changed your life, or it can be the story of somebody else, such as a character you create.
In either case, the purpose of the story is to get the reader to connect with the subject of the story. The problems you or your character experience should be the same problems your readers are having.
Keep Them Coming Back for More
Obviously, your story needs to have a happy ending. In this case, it will be the way your product solved the problem and improved the subject’s life forever. When your prospective customer relates with the story’s subject, they project the solution your product is creating onto their own problems, making them more open to the idea of purchasing your product.
Whether you use a character-driven or first-person narrative, make sure you inject your personality into the story. Try to use familiar language that makes it easier for the reader to make a connection with the story you are telling them. This will put them at ease and help them see more clearly the benefits of your product in their lives.
Creating Trust in the Product’s Power
While you or your character may be the subject of the story you create, the true hero needs to be your product. For example, if your original product is an eBook on how to cure acne, your story will describe the horrible problems that acne created in your life or that of your character.
But the hero of the story will be the product that you discovered that cured your acne forever and caused radical improvements to your life: You gained more confidence, you were more popular than ever, your sex appeal increased and you finally found true happiness, for example.
Social Proof: Testimonials and Where to Get Them
Sales letters frequently use social proof to reinforce the positive message about the product they are promoting. Sometimes referred to as the “bandwagon approach”, social proof feeds into the natural human psychological desire to be part of a larger group.
Your customers are going to be more open to buying your product if the think that others already use and endorse your product. According to Google, 70% of Americans now say they look at product reviews before making a purchase. Adding testimonials to your sales page is often enough to tip your readers into making a buying decision.
Recruiting People Already Loyal to You
If this is your first original product or you haven’t written sales pages before, you might think that obtaining testimonials is a daunting task, but it actually is quite easy.
While you don’t want to make up testimonials – that would be dishonest and also a violation of Federal Trade Commission regulations – there is nothing preventing you from asking family members or friends to write testimonials for you. You are not required legally to disclose your relationship with the person who gives you a product testimonial.
Getting Existing Customers On Boards
Another option is to send emails to people who already have purchased your product and ask if they would be willing to write a brief testimonial. In most cases, if you ask for somebody’s help, they will happily give it to you. Especially if, as in this case, they are already satisfied with the quality of your product.
Give Something for Nothing
Another option is to offer your product for free to people who are considered to be authoritative in your niche. For example, if the original product you created is a video series on how to improve your golf swing, you could reach out to club pros in your city and offer to send them your product for free with the request that if they found it helpful to send you a brief testimonial that you could include with future marketing collateral.
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