Episode 12 – The one about why these key story types give you the secret to making more sales

Storytelling for sales

Or download the episode to your device by using the links below

In This Episode

If you’ve been running your online business for a while it’s likely you’ve heard a lot about the power of sharing stories in your sales copy.

Stories work amazingly well no matter which channel or medium you’re using, whether it’s Facebook ads, email, long form sales pages, video scripts, webinars.

Anywhere you need copy you know you’ll engage far better with your audience IF you tell a compelling story.

But knowing which stories to tell is one of the biggest struggles I hear from online business owners.  They know they SHOULD be telling more stories but they don’t know which ones are relevant and which ones will make them sound a bit…crazy.

And so, they often default to unengaging “hard-teaching” or hard selling copy which doesn’t do much for their conversions.

Which is why I want to spend today’s episode explaining a couple of reasons WHY storytelling is so powerful.  Plus, I’m going to share with you 3 of the 9 key story types you need to share to engage your audience and make more sales.

Episode Highlights:

  • The real reason why the world’s most profitable coaches and course creators attract almost all the online business (it’s not the results they achieve for their clients)
  • Why storytelling makes your messages stick like barnacles without needing to flog your prospects with endless promos
  • Three of the 9 key story types that transform your lukewarm leads into obsessed mega fans 
  • The secret to a killer Origin Story and what makes it the ultimate zero-sleaze objection smasher
  • What a scheduling tool can teach you about the power of storytelling in a ferocious marketplace
  • How to use client success stories to overcome skepticism and move your prospects closer to the sale
  • The reason why most client reviews suck and how to squeeze the maximum story juice out of your testimonials 
  • How to steal other people’s stories and use them to explain complex concepts or offers without melting your prospects’ brains (or getting sued for plagiarism)

Beg, Steal & Swipe These Resources:

Resources Mentioned in the Show

Get on Justin Blackman’s email list https://prettyflycopy.com/voiceguides/ 

 

My FREE Resources

My Email Story Generator The 9 key story types that help you write binge-worthy stories that get you paid 

The Rawthority Playbook –  Discover a simple, step-by-step process to craft a unique origin story that converts lukewarm leads into obsessed mega-fans  

Check out www.wordistry.co.uk to get more info on how Anna can help your business

Check out the episode transcript

If you’ve been running your online business for a while it’s likely you’ve heard a lot about the power of sharing stories in your sales copy.

Stories work amazingly well no matter which channel or medium you’re using, whether it’s Facebook ads, email, long form sales pages, video scripts, webinars.

Anywhere you need copy you know you’ll engage far better with your audience IF you tell a compelling story.

But knowing which stories to tell is one of the biggest struggles I hear from online business owners.  They know they SHOULD be telling more stories but they don’t know which ones are relevant and which ones will make them sound a bit…crazy.

And so, they often default to unengaging “hard-teaching” or hard selling copy which doesn’t do much for their conversions.

Which is why I want to spend today’s episode explaining a couple of reasons WHY storytelling is so powerful.  Plus, I’m going to share with you the 9 key story types you need to share to engage your audience and ultimately make more sales.

WHY

When I first started out in business, I had no idea what I was doing. So I did what most newbies do…I started scrolling through instagram, Facebook and my podcast app, trying to find resources to give me some direction.

I came across a number of business gurus who really caught my attention.  At that time, I had no idea why I was so drawn to them BUT I started to notice a pattern amongst all the business coaches and online educators I enjoyed listening to the most.

What I noticed, was that they all had a really strong narrative that explained why they did what they did.  They also had a repertoire of several personal stories they repeated over and over again until it almost felt like we were best friends in real life…even though we’d never met.

It was this that got me hooked on the concept of storytelling.

I wanted to figure out the secret so I could use the same approach in my own business.  So, I spent a ton of time and energy reverse-engineering precisely what they were doing.

I took ALL the storytelling courses I could find.  Read all the books I could get my hands on and followed all the storytelling experts.

What I discovered was that there are actual neurological reasons why storytelling is so powerful.  Despite what you might think, storytelling isn’t just a fluffy marketing concept with no basis in science.

I won’t get too into the weeds on this – although if you are interested in understanding more about the psychology of storytelling, it’s something I explore inside my FREE Rawthority Playbook, which you can download right off my homepage (at www.wordistry.co.uk).

Needless to say, there’s a genuine reason religious leaders, politicians, entrepreneurs and the world’s greatest copywriters all lean heavily on stories to persuade their audiences to take action.

So, if you’re looking for a way to make deeper connections with your audience, make more sales and develop long-term customer loyalty stick around and let’s dive into some of the key story types that turn your lukewarm leads into obsessed mega fans.

There are actually 9 key story types.  But in this episode I’m going to explore 3 of them with you (otherwise we’ll be here for hours!).

If you enjoyed discovering the 3 I’m about to share and you want to add more story types to your marketing arsenal, you can get your hands on all of them inside my Free Story Generator Ebook.

I’ll link to that in the shownotes, but you can also grab a copy when you hit my homepage.  One of those annoying pop-ups will jump out right in your face…so you can pop in your email address and a breakdown of all 9 story types PLUS step by step instructions on how to apply them to your business will wing it’s way into your inbox.

So…with all that said, let’s dive in to the show.  

Alright, so story type number 1 is the Origin Story

Your origin story is a story that explains the BIG WHY behind your product or service.  It helps your audience understand what motivates you to help solve their problems and why you care so much.

The reason this type of story is so important is because audiences are skeptical.  They’re worried that businesses are just out to make a quick profit.  They’re concerned that the products or services you’re selling aren’t made with real care and attention because your sole motivation is money.

BUT when you explain WHY you do what you do, it helps answer this fear.  It helps explain why you’re even bothering to put in so much time and attention.  It shows your audience why you care in a way they can understand and relate to.

The key here is to find a story that connects with your ideal client’s biggest pain point or aspiration.  You want them to know you’re committed to solving their problems because you know how terrible it was to experience the same pain.

What’s also important is to try and peel back the layers so you take your origin story right back to the root of the problem.  Most origin stories tend to be pretty generic.  But if you can dig really deep and find the underlying emotional driver behind your ideal client’s biggest hopes and dreams, you’ll find it much easier to hook them in and win them over.

One of my personal favourite origin stories comes from Gavin Zuchlinski – the founder of Acuity.

If you don’t know about Acuity, it’s an online scheduling tool.  There are various alternatives available like Calendly or Dubsado but the reason I love Acuity so much is because the CEO has such a meaningful reason why he created his tool.

Acuity actually began as a side hustle, Gavin built in his spare time.  He saw how much time and energy his mum was wasting every day, booking and rescheduling appointments in her massage therapy practice.  He saw first hand all the frustration and lost hours so he wanted to do something about it just for his mum.

When the tool was finished, his mum loved it so much she shared it with all her friends and peers.  Eventually word got out and Gavin decided to make his tool public.

The rest, as they say, is history…

The reason I love this story so much, is because almost every business owner can relate to the two core emotions inside this story.

No.1 – we all love our mums and can empathise with his desire to help out a loved one.

No.2 – most business owners will know the frustration and time wasted going back and forth over the phone or email trying to book or re-arrange meetings.

Gavin’s story helps us to understand why his heart and soul really did go into creating his tool.  So we can feel confident it’s not going to break or suck all our money down a big, black hole.

So that’s the Origin Story.    

Buyers LOVE origin stories because they feel like they’ve got a special tidbit of behind-the-scenes knowledge that no-one else knows.  It feels like you’ve shared an intimate secret into the life of the CEO, which brings you much closer to their mission and helps you to establish loyalty, in a way that’s impossible when you just share tips or list out your features and benefits.

The second crucial story type is the Client Success Story.

When you’re writing sales copy – whether it’s a facebook ad, an email, a long-form sales page…whatever it is you’re writing….social proof is an essential persuasion tool you need to incorporate somewhere in your message.

What is social proof?

Social proof is evidence from other people who ideally look and sound similar to your ideal client, which shows that your product or service isn’t a con.

Again, never forget that buyers are skeptical.  They’re looking for reasons to protect their cash and NOT buy from you.

If they feel a single shred of doubt, they either won’t buy OR they’ll get buyers remorse and ask for a refund right after signing up.

SO it’s really important that you present as much evidence as possible to prove you’re legit and you can help your prospects achieve their desired outcome.  

Now, when you shop on Amazon, how many times have you checked out the reviews before you ordered a product?  I’m guessing pretty much every time, right? 

And how many times have you scrolled right past a product because it had bad reviews, few reviews or no reviews at all.  That’s the power of social proof. We’re constantly looking around for cues from other people to give us confidence that we’re making a good decision.

Which is why testimonials and client success stories are so important when you write sales copy.

What most business owners do, when it comes to testimonials is something like this…

They take a screenshot and then write copy that says “It’s always great to get awesome reviews like this one I just received from Sally in Bognor Regis” *insert boring testimonial quote*

Obviously, this kind of testimonial is better than no testimonial at all.  BUT the truth is, it isn’t compelling for the audience.  Because the audience doesn’t care.  At least not until they’re actually at the point of making a purchase.  Once they’re 99% of the way there, it’s likely they’ll appreciate a screen grab and a straight up review. 

But for colder audiences, a quote from a past client isn’t going to get their attention or be even remotely interesting.

So what can you do to make your testimonials compelling for a colder audience? 

You can turn it into a customer success story.  The key to a great customer success story is to begin with the struggle your client was dealing with, explain the steps you took to help them overcome it and then share how amazing their life looks now.

Simple!

When you shape a testimonial in a story, your prospects are much more likely to read it. They’re also more likely to digest and internalise the message because you’ve structured it in a way that’s easy for their brain to process and remember the information.

Then, for added credibility you can also share a screenshot of the text message or comment to give it an extra conversion boost.

There are definitely ways you can get a client to give you a testimonial so it has all the elements you need to turn it into a story, but that’s something I can cover in another episode if that’s something that would be useful for you.

And finally, that brings us to the third story type: the stolen story.

Now I use the word “stolen” in inverted commas here because we’re not going to actually steal anything.  What we’re going to do is “borrow” or take inspiration from stories that have already been written.

We don’t steal. Because that makes you an ass.

But it’s totally OK to borrow stories you’ve read from other sources on the condition that you credit the source and make it clear you’re borrowing from someone else.

So where can you borrow stories from?  Well, the great news is stories are everywhere.  They’re in books. They’re on your favourite TV shows.  They’re in films.  They’re in magazines.  If you’re running low on ideas from your own life or business, why not save yourself some brain ache and leverage stories that have already been written.

You can take famous or not so famous stories and use them as a means to give context to your sales message or a piece of nurture content.

They make great analogies for complex concepts that would otherwise send your audience to sleep.

For example, I read an email not long ago, where the sender – Justin Blackman – shared a story from The Goonies, which he used to explain the importance of editing your copy.  If you don’t know who Justin Blackman is you should definitely get on his email list, so I’ll link to his website in the shownotes.

Anyway…the story is pretty random and seemingly unrelated BUT with a little bit of creativity and copywriter magic you can use pre-existing stories to help your audience visualise a point.

What’s important here is that you stay “on-brand” when you borrow stories from outside sources.

What I mean by that is you don’t want to share stories from sources that won’t interest your avatar.  For example, I’m a massive history nerd.  I could talk for hours about Cicero or The Tudors because I think they’re awesome.  (I know, don’t hate me).

But I also know there’s no point using stories from history with 99% of my audience because they’ll zone out and think I’m a complete square.  (I am a complete square but I don’t want you to think that).

So, I need to think about the media both me and my ideal client enjoy together.  Like…my weird train wreck fascination with celebrity gossip.

It’s light-hearted.  It’s silly.  It’s not a total nerd-fest like my love of Henry Viii.

So, make sure you borrow stories your ideal client is likely to be interesting or fun.  NOT the stories you find interesting and fun.

OK?

So, those are 3 of the 9 key story types you should incorporate into your sales copy if you want to create messages that stick and help you build an audience of obsessed mega fans.

If you enjoyed those story types, and you want to dive in deeper to what I’ve just shared with you, you can download a copy of my Free Story Generator Ebook where I break down all 9 of the story types and show you how to pick precisely the right stories within each category.

You can pick up a copy on my homepage at www.wordistry.co.uk or you can hit the link in the shownotes right after the show.

It’s been great fun sharing that with you and I look forward to catching up again next week 🙂

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