One –– Storytelling.
A persuasive writing technique that creates a sense of ownership around your products.
In the mornings, my alarm clock will blare and I’ll be wrestled awake from a dream. I’ll lie there for a moment. Only for a moment, before rolling out of bed. If I stay put for more than sixty seconds I’ll drift back off to sleep.
When my bare feet hit the hardwood, it’s off to the races. In ten minutes, I’m out of the house and racing to a coffee shop to get words to paper.
Brushing my teeth, downing some water, throwing on some clothes and making my bed takes me about seven minutes, lacing up my Red Wings requires three.
No. It’s not practical to spend three minutes putting on your boots each morning, but the process has become somewhat of a warrior’s prayer for me — a ritual of sorts.
It’s my way of preparing myself for the serious work I have ahead — writing and marketing — two crafts I believe in like religion.
My great grandfather and my great grandfather’s father were blacksmiths, they wore a thick clunky pair of leather boots every day they stepped foot in the forge. And, while my work as a writer isn’t nearly as taxing as wrestling fire and manipulating steel, lacing up my boots prepares me for a good day’s work…
I’m no Hemingway. I’m certainly no Hemingway. But, you just read a story and if my intuition is correct (and it normally is)… you paid more attention during the past twelve sentences than you have at any other point in this entire article.
That’s the power of storytelling. And, like so many subconscious triggers that exist in the human mind, the power of storytelling is something primal.
Humans have been sharing stories since 15,000 B.C. to connect, entertain and pass along important information like…
Rick got eaten by a big orange cat with stripes the other day so if you ever see one, don’t try to pet it.
We’ve been telling stories for so many years that it has become ingrained in our DNA… evolution has literally wired our brains for storytelling.
Now, how is storytelling a persuasive writing technique?
Well, since we’ve been telling stories for so long and since they’re literally ingrained in our DNA… humans actually think in stories.
So, when they watch Superman or Indiana Jones or The Wolf of Wall Street… they aren’t just watching but they are actually placing themselves in the shoes of the character(s) in the stories.
This is the very reason storytelling can work so well for brands hoping to sell whatever it is they’re selling. If you can tell a story about a man driving a cherry red Corvette, it becomes more than just a Corvette, it becomes the reader’s Corvette.
Got it? Good.
The bottom line is that when in doubt or lost for words, think of some story you can tell to kick off your emails, sales pages and articles. It will snag the reader’s attention and will create a sense of ownership around your product or service.
If your customers feel like they own what you’re selling, they’ll eventually buy whatever it is you’re selling.