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The Power Of Stories (To Engage With Your Audience)

Welly Mulia June 29, 2010

People love stories.  We humans are curious in nature, and by using stories in your marketing messages you can engage with your audience a lot better.

Take the 2 scenarios below for example:

Scenario 1

Susan exclaimed: “Yes! I’ve finally made it!”

After a continuous struggle to lose her weight for the past 6 months, this time Susan has finally managed to lose her fat belly…

But where did that motivation come from?

Exactly 6 months ago, Susan’s long time boyfriend said he wanted to marry her, on the condition that she loses her fat belly within a year.

Scenario 2

Susan’s boyfriend is going to marry her if she can lose that fat belly. 6 months later, she finally did it.

Which One Is More Interesting?

Now you tell me which one is more interesting to you. Which one captures your attention more? If you are like most people, then scenario 1 definitely got your attention more than scenario 2, even though they both contain the same meaning.

When you use stories to engage and connect with your audience, you have a higher chance of connecting with them on a deeper and more personal level. They trust you more both as a person and as a seller (and hence lowering down their resistance unconsciously). This in turn will allow you to sell your products and services easier.

You Can Use Stories To Engage With Your Audience In:

  1. Sales letters
  2. Email Marketing Messages
  3. Blogs

1. Sales Letters

The typical sales letter starts off with a headline followed by sales text or sales video (if you’re doing a video sales letter). The introduction of the sales text or sales video typically talks about how great the author or seller is; how they are currently earning thousands of dollars a day or how they are able to achieve that coveted 6 pack abs.

Now you know why so many sales letter start off their copy with a story. They do so to capture the attention of the visitors and then engage with them afterwards.

2. Email Marketing Messages

While a lot of marketers use stories in their sales letters, VERY FEW use it in their follow up email messages. What they usually do are follow up with their subscribers reminding them of the great benefits and features of their products, or to build relationships with them by offering them yet more valuable content that they can use and apply.

What they do NOT do is tell their story further.

You should go beyond just telling your business story as it relates to your business. You should tell your personal stories too, even if they are not related to your business or to what you are trying to sell to them.

The reason for this is simple.

People buy from those they know, like, and trust. When you share your personal story with them, they get to know you better. While most product sellers or marketers in your field are following up with their subscribers with content and sales messages, you take it one step further. IN ADDITION to doing that, you tell them your personal story to engage with them on a deeper level.

Congratulations! You’ve just differentiated yourself from your competitors.

3. Blogs

Some blogs do not have an “About Me” page, which I SERIOUSLY think is a BIG mistake. Cold visitors land on your blog and are impressed by your blog content. They want to find out more about you but they can’t because you do not have an “About Me” page.

So they leave your blog, never to return again, ever.

You might contest that since they are impressed by your blog they’ll naturally subscribe to the blog’s newsletter. While this may be true, if you were to also provide an “About Me” page that tells who you are (both personally and professionally), your chances of converting visitors to subscribers is going to be higher.

Stories Can Help You (Rather Than Harm You)

A lot of marketers think they shouldn’t include personal information to their audience because they are afraid that their audience might get upset and turned off. As long as you do it within reason (don’t overdo it), telling the personal side of your story can actually help you rather than harm you. After all your audience is humans and humans are curious creatures.

And don’t forget too that people buy from those they know, like, and trust.

What do you have to say about using stories to engage with your audience? Please leave your thoughts in a comment below…

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