Copywriting secret of the masters 14 tips copywriters can learn from professional storytellers - john forde


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Copywriting Articles by John Forde

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Copywriting secret of the masters 14 tips copywriters can learn from professional storytellers - john forde

  1. 1. Copywriting Secret of the Masters:14 Tips Copywriters Can Learn from Professional Storytellers by: John Forde
  2. 2. 14 Tips Copywriters Can Learn from Professional StorytellersAny storyteller will tell you – Plot is essential.But what else do storytellers do to engage an audience? And how can weapply those secrets to writing better marketing copy?Almost all agree on a long list of techniques that make stories sound good.Below, is just a small sample of these techniques – along with ways you canuse them to improve your copy.Good stories … 1. Appear spontaneous. In copy, the secret is to study the message, the benefits, and the offer until they become second-nature. 2. Give hope. Good stories and good copy give the reader hope for things to come. 3. Show passion. Passion in telling and selling is not an option, its a necessity. The key: Having faith in what youre selling. 4. Overcome obstacles. Drama is all about obstacles and how theyre overcome. So is copy. 5. Make it personal. From caveman to high intellectual, personal stories have a way of proving a point that logic and rationalizations just cant muster. 6. Name the hero. Court storytellers would make the hero resemble the king. In copy, you can do the same – by showing your reader how hell triumph with the help of your product. 7. Name a villain. What keeps your prospect up at night? Thats an ideal villain for your sales message to attack. 8. Reward and tease. Reward listeners with progress and theyll be grateful. Tease with more to come and theyll hang on for more. 9. Enlarge and enrich. Good stories and good copy remind you of whats important. They raise the bar and inspire you to hop over it.
  3. 3. 10. Build a relationship. Beneath the surface, a good story strengthens the relationship between teller and listener. In sales copy, it does the same between marketer and customer.11. Commute facts to the subconscious. From the beginning, good stories have been vehicles for ideas, logic, even moral messages. Sales copy that engages with a story can commute facts just as painlessly.12. Have a good twist. A story twist: "The butler didnt do it after all." A twist for an investment letter promo: "Oil is going up – but though its too late to buy oil companies, its NOT too late to buy the company that makes the drill bits that are attached to every drill bit in the United Arab Emirates. Who else holds this company? Only the richest energy investor on Wall Street, J.P. Calhoun …"13. Make sense. "Realistic" stories arent always real. They just work harder to make elegant leaps of logic. In copy, the writer has to understand his product well enough to make good sense, too. Knowledgeable customers can spot a fake from a mile off.14. Leave them wanting more. "Whats the sendoff emotion for your sales message?" asks colleague Addison Wiggin. "How do you want them to feel when theyre finished reading? If you know that, you can write toward it from the beginning. But if you dont know, your copy ends up going all over the place."
  4. 4. John Forde:A Master at WritingMore Controls More Often"If you write copy … how many chances to sell your talents to the businessesyou know and trust have you overlooked? Company websites … local salesbrochures … online ads and sales letters … print ads in local papers … evenP.R. pieces or ezine editorial.It might be the small gigs that get you started. It might be the bigopportunities that let you smack the cover off the ball at your first at bat.Either way, I’ve met plenty of people who had no grasp about what rolecopywriters play.Masterson’s [Accelerated Program for Six-Figure Copywriting] offers themost thorough and well-organized approach to the subject I’ve seenanywhere. There’s not a technique or secret in there that I haven’t foundhelpful over the years. I owe a great deal of my own success to MikeMasterson. And I tell him so regularly. As for the program, I’d recommend itto anybody – not just direct-mail copywriters, but anyone who’s trying to geta grip on what makes marketing work."— John FordeJOHN FORDE has been writing winning controls for going on two decadesnow. He’s made untold millions for clients in the financial, health, and travelindustries. John also works as a copy coach, hosting intense seminars fortwo or three hundred marketers and copywriters at a time.John Forde also writes the successful and very useful eletter, TheCopywriter’s Roundtable.