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Copy Writing Crash Course - Part 6

Telling A Story

If you want to convince people to purchase what you have to offer, one of the best ways to accomplish such is to tell a compelling story that they can relate to.  

There are two main reasons for this:

1. You want your readers to realize that the product or service you are offering will be relevant to the their lives, and a story will prove this claim; and
2. You want your readers to continue reading until they reach your call to action, and an engaging story will make them stay on your sales page.

Fantastic storytelling is a characteristic possessed by the greatest copywriters today.  If you’d be able to master this skill, you’d have a better chance of increasing your sales page’s conversion rate.

Stories That Come From The Heart

Let’s make it clear that the story you should share is not meant to be entertaining.  It’s meant to be relevant.

That being said, there are a few things you should remember when crafting your story.  These are:

  • Only use humor to enhance your piece, and never to be the point of your entire tale.  Humor detracts from the focus of your sales page, and it lessens the seriousness of your pitch.  Potentially, humor, if overused and utilized the wrong way, can even ruin the credibility of your offer.  This shouldn’t be taken to mean that humor is bad altogether, however.  Humor can compel the readers to stay on your sales page, but it should be exercised in moderation and with the right timing.
  • Use real characters who represent basic stereotypes expected from a story that your readers can relate to.  Why stereotypes?  Because you’re not aiming for the Nobel Prize.  You’re aiming for a tale that your readers can associate themselves with.
  • Your story should not be the main selling point.  Rather, it is meant to enhance your pitch.  Your sales page should still convey how great your product is.  Your story should only be a vehicle for such an aim.


Hence, to accomplish all of these, your story should be sincere.  As much as possible, do not fabricate them because the honesty of your words will appear in your writing.

Stories Increase Readability

Media Gust
As we have mentioned earlier, the main purpose of telling a story in your sales page is to entice your visitors to read on.  People respond more to a narrative rather than an enumeration.  Stories increase readability, but they do not by themselves increase conversion, per se.

However, stories can provide a certain degree of influence, as with the case of prospects who are interested with your product or service but are still looking for that special factor that will push them to make a purchase.  This, stories are good at.  By sharing the tales of real, breathing, living people, you will be able to make your pitch jump from the screen where it is written into the real world where it will provide the benefits it promises.

Telling An Engaging Story

There are four areas of your sales page where stories can produce the most profound effects:

1. During the introduction of who you are and what your business is all about.  You can share stories of how you made it big in the online world, or stories of the people whom you managed to help out along the way.
2. Right before your pitch so that you may establish the gravity of a particular need.
3. Right after your pitch so that you may establish the effectiveness of your offer.
4. In between testimonials so that you may introduce the party or parties who will give you favorable recommendations.

Telling stories is one trick that master copywriters are employing, so there is no reason at all why you shouldn’t use them for your own campaigns.
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