A Web Copywriting Tip by Nick Usborne
If you want to hold a reader’s attention, drill down for the details of your story. Get down to a personal level.
If you’re selling a vacation, don’t talk about the beach, talk about one person enjoying the beach.
If you are selling a conference, don’t talk about the beautiful hotel, talk about one person drawing the curtains in his or her room and seeing the amazing view of the harbor.
If you are selling a business service, don’t talk about how thousands of people depend on your service, talk about how it changed the career and life of one customer.
You get the idea.
All of us respond more directly to situations where we can see things at a personal, individual level. It’s the same with fiction, news stories and promotional writing. We react in the same way.
Whether you write B2C or B2B, it’s the same. We make purchase decisions based on how we feel.
We may then do a more rational analysis before completing a purchase, but our first and primary response to sales pitches, at home and at work, is at a personal level.
That’s why a sales story that appeals on a specific, personal and individual level is such a powerful thing.
Whatever you are writing about or trying to sell, make an effort to find a personal story...and use it.
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