If you’re currently looking to sell a product on or offline, it’s absolutely vital that you’re able to build rapport with your reader, and one of the very best ways of achieving this is to include a relevant back story within your sales letters.
And why is that?
Well, to put it plainly, stories sell products!
The fact is, people love to read a story, because it’s personal and real.
And that’s the crucial point.
You see, we’re NOT talking about making something up here!
No. Bad reader, for even thinking that. Smack on head.
What we ARE talking about is using your own personal story to create a connection with your prospects, in order to build affinity – a proven technique that works incredibly well in sales copy.
In fact, incorporating a personal story into a sales pitch has been used successfully for hundreds of years, because it’s been proven to capture people’s attention, fire their imagination, and encourage them to keep reading, which is absolutely vital to anyone’s chances of selling anything via the written word!
Furthermore, the inclusion of a personal back story helps to foster credibility and trust, which are absolutely massive determining factors in whether someone buys from you, or clicks away from the page.
The reader needs to know that you’re a real person, that you are honest, and that the product or service you’re selling does exactly what you claim. If you can convince them of that, then you’ll have their trust, and they’ll be far more likely to buy from you.
So how exactly should you do this?
Well, any effective back story will make it clear that the product owner was once in the prospect’s situation too, facing exactly the same problems.
This builds affinity, and an emotional attachment.
They will then go onto explain how their product or service fixed that problem, and how it can fix the reader’s too.
This builds credibility.
And this isn’t hard to do…
After all, the chances are high that if you’ve created a product or service yourself, you’ve done so in an attempt to solve a problem that YOU faced.
To give you an example, many muscle building programmes are developed by people with insecurities about their physique, and the product in question is the result of their efforts to change that.
For example, they may have been skinny, and very self-conscious about it.
They may have been unsuccessful with the opposite sex, and started working out in the hope that a more masculine, muscular body would make them more attractive to women.
They may have been bullied as a youngster, and became determined to ensure that something like that would never happen again.
Whatever the reason for it, their story will resonate with thousands, and perhaps even millions of other young men who faced similar problems.
Those readers will subsequently have a natural connection with the product owner, and will understand exactly what they’ve been through.
This is their back story, and it’s incredibly powerful.
As a result, when we’re given products to sell for our clients, one of the first things we do is try to find out more about what led to the product being created. We look for a relevant back story, that will help to foster an emotional connection between the product owner and the prospect, engender trust, and build credibility.
Because if we’re able to do that, conversions WILL be higher.
So if you choose to tackle your own sales copywriting, be sure to follow these two crucial pointers:
#1 – Reveal how you were once in the reader’s shoes, searching for a solution to the very same problem that they face.
#2 – Tell the reader how YOUR product or service solved that problem, and reveal how it will solve theirs too.
If you can do that, then you’ll have no problem creating a strong emotional connection between yourself and the reader, foster trust and build credibility, which will make it far more likely that they’ll click on the order button, and buy from you.
Nick Cobb – Sales Letter Copywriter