Posted by: Daniel Levis
May 21, 2008
Issue #422

How to Create Copy That Quickly
Bonds Buyer to Seller Like Super Glue …

Dear Web Business Builder,

People like to buy from people they know, like, and trust … not from faceless, formless entities. It’s the human connection that greases the wheels to enhanced sales.

That’s why one of your most important tasks as a copywriter is to establish and enhance that bond between buyer and seller.

In today’s issue of Web Marketing Advisor, I’m going to give you some advanced techniques for doing just that.

Job #1 As A Hired Gun …

When someone hires me to write copy, one of my first tasks is to draw out my client’s story. Sometimes it’s like pulling teeth.

For some reason, many sellers find it extremely difficult to step out from behind the shadows and reveal themselves to their prospects. Failure to do so is a huge mistake …

To feel we know someone is to know his or her story, particularly as it relates to how they solved a problem we’re desperate to solve.  Therefore, selling is storytelling. Think about it. Somebody wants something and is having trouble getting it. That’s the essence of a dramatic story.

Granted there are many types of sales stories, but one of the most powerful ways to bond buyer to seller is through the hero’s journey.

A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man. – Joseph Campbell

The seller wants something … is having difficulty getting it … stumbles upon a magic pill (perhaps with the help of a “wizard like” character) … obtains the object of his desire … and shares the secret (for a price).

Two things to be aware of when crafting the hero’s journey:

Identification: The seller’s sales story is not just about the seller. Stories like that are the kiss-of-death. The hero’s journey depicts both buyer and seller. The buyer must project himself into the story. He must see himself in the hero’s shoes, involved in conflict, overcoming it.

Liking: With each passing word, the buyer is forming an opinion of the seller. The more he likes the seller, the more interesting the narrative.

You must construct your story to maximize these two variables. How well you accomplish these two interrelated goals has an enormous impact on how sales effective your story will be.

The most primary selling emotion is interest. Once you’ve got your prospect’s attention, you have to maintain it. Sustained attention = interest. And one of the most effective ways to maintain attention is to relate the seller’s journey — from envisioning a desired goal … to battling conflicting forces to achieve it … to sharing the rewards with others.

It is not an objective telling of facts and events. It is a creative exercise in weaving the truth into a riveting selling story. It’s your job to choose what to include … what to leave out … which facets to emphasize … and how you will color the story emotionally to endear seller to buyer and obtain your sales objective.

The beauty of story is that it allows you to be suggestive rather than direct. You can use it to implant all kinds of useful conclusions in your prospect’s minds that would be impossible to communicate directly.

For example, if you want to create a sense of identification and liking in the buyer for the seller, there are certain angles to look for in your client’s story.

Commonalities: When considering the raw building blocks of the story line, look for commonalities between the seller and the buyer. What do they have in common? In general, we like people who are like us.

Understand also there is a character arc the hero (seller) must take as the story unfolds. He begins unfulfilled, a regular Joe (or even an underdog), just like the prospect, and he grows from there.

In the beginning the seller laments the same problems, uncertainties, and insecurities the buyer is struggling with. He reveals any personality traits that are likely to be shared with the target buyer. And he shares any personal values that are likely to resonate.

The buyer therefore identifies with the seller early in the narrative. This forms a credible basis for the seller to demonstrate empathy for the prospect. And a bond is established.

Empathy actually runs both ways. If you can get the prospect to empathize with the seller, you can deepen the bond. Look for situations within the seller’s story that will naturally endear him to your prospect. And bring those situations out in the narrative. Often it is just these situations that your copywriting clients will want left out of the story.

Vulnerability: As human beings, we can’t help but empathize with victims of injustice. If someone is unjustly humiliated … rejected … excluded … embarrassed … laughed at … teased … snubbed … passed over … falsely accused … prejudged … betrayed … deceived … or otherwise wronged  … automatically we are magnetically drawn to that person.

Undeserved Misfortune: Accidents … death of a loved one … losing something or someone … and just plain old-fashioned bad luck on the road to victory are all endearing situations that bring buyer and seller together in the hero’s journey.

Handicap: All things being equal, people will cheer for the underdog. Financially challenged … educationally challenged … socially challenged … health challenged … emotionally challenged … etc. Wounded, fighting still.

Flaws: If the seller admits making mistakes and expresses regret for making them, it makes him appear human, trustworthy, and likeable. The buyer will therefore immediately identify with the seller.

Virtues: If all of the other bonding opportunities I’ve listed here seem somewhat counterintuitive and challenging to execute, then this one should come as a welcome relief. It is obvious and easy.

People are naturally attracted to those who display positive character traits.

So capitalize on opportunities to display your protagonist as morally upstanding, ethical, dependable, loyal, honest and responsible … kind, caring, generous … loving and loved (by children and animals especially) … passionate and enthusiastic … playful, self-effacing, and even humorous.

All of these things are all the more appealing when your character can be portrayed as a misfit. He flaunts authority, doesn’t care what the world thinks, and does right for his own satisfaction rather than because it’s expected of him. 

A quick case study  …

Recently I did a joint venture teleseminar with a man named Kevin Thompson. I’d heard Kevin had some great content to deliver and was achieving some fantastic close ratios with his calls.

And when I listened to his sales presentation, it was a classic hero’s journey pitch.

It opened with the story of how Kevin worked on a fishing boat in Alaska … how dangerous it was … and how one day a monster wave picked Kevin up off the boat and hurled him face first into the decking.

When Kevin woke up in a Seattle hospital with a broken face, he told his wife he was through with fishing in Alaska and that he was going to take some of the money they’d saved up and start a carpet cleaning business.

She told him he was nuts, said he wasn’t educated enough to go into business, and that if he didn’t go back to Alaska, she was filing for divorce.

Next, Kevin tells the story of his lonely struggles in the carpet cleaning business where he finally ran into Joe Polish (the wizard) who showed him the magic pill that cured all ills.

And then the story finally winds its way to what Kevin was actually selling — a business opportunity.

When I listened to this rather winding story, I was concerned that people would tune out because it wasn’t immediately relevant to them. Like most sellers, Kevin had lots of different experiences to relate and, to be honest, I don’t know if I would have chosen the same kind of emphasis he did.

It would have been very tempting (and easier) to stick to the parts that were obviously relevant to what he was selling. It would also have been much less painful for Kevin to avoid talking about personal things like his injury and divorce.

But the proof is in the pudding. While the rest of Kevin’s presentation was good, and his offer was strong, I’m convinced it was the hero’s journey part of the presentation that contributed most to the blockbuster results we achieved on the call.

Kevin’s vulnerability, undeserved misfortune, and handicap endeared him to the audience, and that made the difference.

Food for thought next time you’re crafting a selling story.

Until next time, Good Selling!

Daniel Levis
Editor, The Web Marketing Advisor
THE TOTAL PACKAGE™

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7 Comments »

1. Comment by Ken Varga — May 21, 2008 @ 9:21 am

   Daniel,  Great article.  Whenever I do a seminar, I always mentioned to the audience, that they should always tell their story to the prospect on how it all happened to them.

   Ken Varga
   http://www.kenvarga.com
   …helping businesses increase customer acquisition by up to 32.7% in as little as 3 to 6 months, and increase customer retention by up to 90%.

2. Comment by CHUKS — May 21, 2008 @ 10:30 am

   brilliant aricle Daniel. Give me pointers on how to relate a story to a owning a luxury pen

   chuks Uwaechia
   Ceo Winston Dale
   http://www.winstondale.com

3. Comment by Michael — May 21, 2008 @ 11:18 am

   Wow. This is real content, not just fluff. This is the second article by you on this site I must print and save as a checklist when writing copy.

4. Comment by Sarah Clachar — May 21, 2008 @ 12:40 pm

   Daniel,

   One of my clients manufactures a line of natural and organic skin care products geared towards children.  One of her most effective selling points is her account of her frustrating journey uncovering the source of her children’s allergies and eczema.  Her frustration and horror at discovering that the very things she was using to protect her children - sun block, lotion, etc. - was making them sick spurred her to create something better. 

   One of the really key elements in this story is when she grapples with her sense of guilt for not giving her children the healthiest option and then turning that emotion into a crusader’s anger and passion -  something so many parents can identify with.

   A picture of her children by her side with a short synopsis of this story is on every bottle she sells. 

   Her company is loved by its customers because not only does it produce great products but it creates a connection from one concerned parent to another - from the founder to her customers.   And she continues to work hard to communicate with her customers as one parent to another.

   When people hear her journey, it creates a sense of trust that her products have integrity and will genuinely help them.  It’s a very powerful tool.  However, one caution: Make sure the story is genuine because the worst marketing nightmare is someone discovering you’ve hoodwinked them - that can very quickly, through blogs and other coverage, become a PR catastrophe. 

   Sarah Clachar
   health copywriter

5. Comment by Daniel Levis — May 21, 2008 @ 12:56 pm

   Fantastic example of a hero’s journey Sarah… Thx for sharing!

6. Comment by Howard Rosenberg — May 21, 2008 @ 2:38 pm

   Daniel -
   This was a great article.
   Thank you.
   As always, you demonstrate your huge insight into human nature.
   I guess that’s where your success starts from, eh?
   Howard
   P.S. - and anybody that quotes Joseph Cambell obviously knows what he’s doing!!

7. Comment by Dave — June 3, 2008 @ 8:17 pm

   Daniel,
   You are quite amazing! You never cease to impress. Your ideas are somewhat boundless.

   [You are one of the most gifted writers/marketers that I look up to.]
   Dave