Walking In Your Prospect’s Shoes

Copywriters Podcast

Today we’re going to do another episode of “Just because it’s a story, it’s not a hero’s journey story.” What I mean by that is, many people have been misleading copywriters and salespeople for a while now. Saying, if you’re going to tell a story, it’s got to be a hero’s journey story. As you may know, in my book The Persuasion Story Code, I show 25 types of stories that are decidedly NOT hero’s journeys. That actually come from successful sales letters and other direct response copy. That you can adapt and use in your own copy. Today I want to focus in on stories where you walk a mile in your prospect’s shoes. These are from Chapter 4 and the shorthand name for these stories is “empathy stories.” They’re tremendously useful in gaining trust and connection with your prospects. Which is very important in these extremely low-trust times. Not only that. I’ve added a fifth kind of story which is not even in the book! So we’ve got a lot to cover today. Here’s what we cover in some useful detail: STORY TYPE 1: I KNOW YOUR PAIN This is an empathy story that describes your prospect’s pain or problem. STORY TYPE 2: I CAN SEE WHAT YOU SEE This is when you tell a story about a top of mind topic and how it affects your prospect. STORY TYPE 3: I FEEL YOUR PAIN What you’re doing here is revealing an experience of your own that will ring a bell with your prospect and their experience. STORY TYPE 4: THEY’RE INFLICTING PAIN ON YOU This is the opposite of a personal story involving you. It’s a social story where you are not personally involved. STORY TYPE 5: LOOK! SOMEONE ELSE IS IN PAIN! In this kind of story, the writer and the reader are actually distanced, as observers. The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ
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