Hiya CopyStar!
Legendary MASTER copywriter – Clayton Makepeace – taught me WHY I need to tap into the power of the story.
He said stories are everywhere if you just look for them. And if I wanted to be a great copywriter – I needed to be on the lookout because stories can literally drop on your lap.
So as a copywriter – knowing the value of a great story can mean the difference between a ho-hum sales letter and a kick-butt control!
And I’ve personally experienced that stories can come from anywhere and everywhere! For example…
… back in 2008 – I worked on a blood sugar project. My friend Shannon was telling me about her dad’s diabetes.
He wasn’t taking care of himself and he developed neuropathy.
She said his foot looked disgusting. It was swollen, tight and forming all kinds of pus and cysts.
She thought she was grossing me out…
… until I asked her to take a picture of his foot!
She said, “Ewww, Carline — are you serious?!”
Serious as the $100 I was willing to pay for a photo!
Oh yeah — when I saw that picture — I knew I had a story!
That photo — which I called “Dad’s foot” — became the cover for my blood sugar package — and it was a control for three years!
Take a look:
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People related to Shannon’s Dad. They saw his situation can happen to them. And they REALLY didn’t want to end up with a foot that looked like that!
I have no shame. I will use anything and everything.
One time I was working on a hemorrhoid project. I sent out an email to my friends saying, “I am paying real good money if you’re willing to share photos of your hemorrhoids! I promise I will not show your face and I will change your name!”
And people did it!
Those photos went in that sales promo — and it kicked butt (pun intended)!
When readers saw they weren’t alone with this problem — they wanted to know how others got relief. Maybe there was hope for them too!
Stories are everywhere.
You just have to be willing to ask questions… to dig deeper into the story — even when it’s awkward or uncomfortable.
Remember — if you don’t ask, you don’t get!
And once you’ve asked — shut your pie hole and listen!
Sometimes that story will evolve right before your eyes!
Yours for stellar copy,
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P.S. Here’s a quick tip to HOOK your reader right away! I call it “Cut the Fluff!” Check it out here>>>
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