• It’s important to tell your story to increase results. You may have heard the saying “Facts Tell and Stories Sell”…

    Message in a bottleThis is especially true when it comes to copy. Facts are definitely important and you’ll want to be truthful in any copy you create. Facts educate. Statistics can also be helpful (think data and figures) and you can weave them throughout your copy. Just remember who you’re talking to and how your audience responds to information. You must tell your story to increase results.

    Studies have shown men tend to be more interested in facts and figures. Women tend to connect emotionally on a relationship basis. Of course this is a general statement and I firmly believe a blend of facts, statistics and emotions should be incorporated in most copy.  To really connect you’ll also want to engage your audience with storytelling. Figure out a way to connect your personal and professional experiences with your core audience’s desires.

    Can you POWERFULLY position your product and/or service in such a way your ideal clients will envision a better life because of your offer? Would your ideal clients relate to your story? Often they will and it’s another way to develop relationships that eventually result in sales.

    Remember, your copy, especially on your website, should develop relationships, get clients and ultimately make money.  There are many ways to weave your story into your copy. For example you might consider telling your story on your “about” page on your website instead of listing only your standard bio (though both are important). Even more important is having a strategy to incorporate storytelling into your content across platorms. Here’s a little more about how your story and the stories of your your clients can help build your business.

    What is your story and how does it relate to your clients? What do you have to offer that makes life easier, faster, or more complete for your customers? Become an expert storyteller to increase your results. Just make sure they’re true stories and not tall tales. Truth in advertising and marketing is still the right way to go. It’s time to connect on an emotional level to build relationships with your copy and connect with the people you are meant to serve.

    Take Action Challenge:

    o Are you entertaining and engaging your audience with stories to connect them with you and your product or services?

    o Think about ways you can build relationships through storytelling.

    o How can you weave your stories throughout your copy?

    If you’re not sure how to cleverly craft your story and need help blending facts and stories to create compelling copy feel free to explore your options here.   And, be sure to get your Copywriting Action Plan to help you dicover how to create marketing messages with integrity by focusing on passion points instead of pain points.

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    12 responses to “Tell Your Story To Increase Your Results”

    1. Lisa, I love your advice to blend facts with real stories. Who doesn’t love, relate or respond to a great story that really speaks to you!? Thanks for a great reminder that our stories are what connect us to the people who need us!

      • Lisa Manyon says:

        Sheila,

        You are welcome. It’s a fine balance to provide the needed information and also connect on a human level. Stories are such an important bonding mechanism.

        Write on!~

        Lisa

    2. Great tips and insight Lisa! Storytelling really does hit on many levels (mental, emotional, physical, spiritual) and each person “hears” what they need to hear. In ancient Hawaiian culture there was no written language. EVERYTHING including genealogy, history, myths and memories were all passed down through generation after generation using story. I’ll be working on your “Take Action Challenge” and let you know the results! Mahalo!

    3. Sue Painter says:

      It’s amazing to me that people will respond just as much (if not more) to stories about how I built my first business as they will to the “facts” that I know. You’re 100% on target – stories build that know/like/trust factor.

      • Lisa Manyon says:

        Sue,

        That’s exactly right. Without the know, like and trust factor, many sales are never won and more importantly stories help to build relationships and rapport.

        Write on!~

        Lisa

    4. Mitch Tublin says:

      Lisa,
      Hands down stories win. Love your way of explaining the value.
      Any favorite stories you tell and do they change depending upon
      medium, ie. live speaking vs. website vs. facebook?
      Mitch

    5. Kiyla Fenell says:

      Most of my high-end clients have hired my services because of my story. I think we can try to impress the socks off of potential customers with statistics, facts but when we speak from where we came from it adds an honest, authentic piece that can only come from stories.

      Kiyla Fenell

      • Lisa Manyon says:

        Kiyla,

        This is so true and why many of the antiquated marketing techniques are not working like they used to. It’s a brand new world, with new marketing rules and authenticity is crucial. People want to know, like and trust those they do business with and if they don’t know your story (or at least part of it) they aren’t going to feel the confidence they need to make and educated decision to invest.

        Write on!~

        Lisa

    6. Lisa – I love your approach to copywriting! I tell my clients the same thing – when in doubt ALWAYS lead with your story, then cover all the benefits and results … only then do you bring in the features and facts. They’re still important to support your story!

      • Lisa Manyon says:

        Jennifer,

        As usual we’re on the same page. Even our visual imagery (as you well know) tells a story. That’s why it’s vital to have a brand and web presence that connects with great design and fabulous stories. The bottom line is that all marketing efforts should build relationship, get clients and ultimately make money.

        Write on!~

        Lisa

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