Story telling is an enormously powerful tool for selling.

Here’s an example of this:

I recently read an award winning article about mental health.

This article opened up with a long story detailing the writers history with mental illness. How they were arrested and placed in a mental hospital. Their suicide attempts, medication and eventual recovery. It was a dramatic and compelling tale. By comparison the rest of the article was fairly dry.

What’s funny is that a week later I couldn’t remember a word of this article.

But what I did remember (can still remember) is the story that it opened up with.

The point I’m trying to make is that stories are unbelievably powerful.

There are a multitude of reasons for this.

The first is that stories get read. People are more likely to read your copy if it’s built around a story. Stories also create curiosity and draw readers in. When you use stories prospects are more likely to stay actively engaged and read your copy all the way to the end. Another reason why stories are important is because (as we’ve said) they get remembered. Stories are also incredibly persuasive. You’re far more likely to believe something if it’s told to you in the form of a story.

Bottom line, always look for the story behind your product.

Then make prospects a character in that story.

Do this and everything you write will always be that little bit more persuasive.


Alastair Walton