| We all know that in marketing it isn't enough just | | | | "How.. important is it [Visitor] that your money |
| to present the facts. | | | | problems be solved? Are you ready to see your |
| You have to create a story around the facts. | | | | child's eyes light up when you tell them you can |
| One that appeals to the "heart" of what you are | | | | afford to take them to Disneyland, or take your |
| asking a prospect to do. And, in marketing, we | | | | spouse to dinner and the theatre...the things that |
| are, of course asking the prospect to do | | | | some people take for granted...and so could you." |
| something... to buy... whatever it is we are selling. | | | | Followed by an explanation of how your solution |
| There needs to be a certain flow to the story. It | | | | can be accomplished. An explanation of the |
| must keep the reader interested. Once you have | | | | tactics, what will be required of them and why. |
| their interest, it's important to "immerse" them in | | | | "When you....[opt in/select the buy button/review |
| the story...the story that gets them to say "Yes, | | | | the available options below,etc.etc.] you will have |
| that's what I think" ..or "that's exactly how I feel". | | | | completed the first step toward the life you |
| Then of course, answering the questions before | | | | know you're entitled to...and want to provide for |
| they're asked [in your visitor's mind] is the next | | | | your family." |
| phase, followed by leading to an action step...the | | | | This is the section where you provide the |
| "buy" button. | | | | timetable...the "Do [this] now to receive . . . . . . . . ." |
| When setting up a story in marketing there is a | | | | along with the sense of urgency..."Don't miss out |
| five-question format that is designed to help | | | | on this ONE opportunity to change your life |
| move the visitor from the beginning...the story | | | | forever.... You'll never see this price again... " to |
| line... to the end...the "I want it, I can't survive | | | | remind them that the timetable for change begins |
| without it" buy button. | | | | with one action...the first step...and it begins now. |
| It is the "what, why, how, when, and how much" | | | | How much... could be "how much longer can you |
| format...just a little variation from the what, why, | | | | stand the pain," .... or "how much are you willing to |
| when, where, and how you remember from | | | | pay for your and your family's happiness. Or, any |
| journalism or other writing classes. | | | | variation. |
| "What....is it, [Prospect/Visitor], that I can offer | | | | Now comes the actual cost of making the |
| you to solve your problem(s)?" There is, of | | | | proposed change: "How much does it cost? Not |
| course, an underlying assumption that, consciously | | | | anywhere close to what you may think. " Include |
| or unconsciously, the visitor has a problem that | | | | in this section the return on investment, your |
| they wish solved... otherwise, why would they be | | | | ideas on how long it will take to recoup their |
| at your website? | | | | expenditure, and the REAL value they will derive... |
| Example: [What] "Are you tired of telling your | | | | feel better about themselves, receive the loving |
| family "No, we can't do that...it costs too much | | | | attention of appreciative family members, etc. |
| ...every month?" Are you sick and tired of being | | | | By creating a story that is woven around the |
| broke...month in...month out? If so"........... [this is | | | | Five Questions for your website visitor, you are |
| where you, the writer, inject your idea, your | | | | persuading them to take action..now. You are |
| strategy, your solution.] | | | | enticing them to try your product or service |
| Why... Would you like things to be different?" | | | | rather than whatever other alternatives are |
| "Here are the most often cited reasons people | | | | available. You are reaching your visitor at their |
| site for wanting to have more money......." [Here | | | | core in a way that makes absolute sense to |
| you can describe the rationale, or the "business" | | | | them. It gets them to do what you want them |
| reasons for your visitor to act or buy... to affect | | | | to do...full of desire to capture the "what"s in it for |
| the change they desire]. Include both tangible and | | | | me. |
| intangible benefits. | | | | |