Ancient Persuaders: Four types of stories that sell without sounding salesy | Conversion Rate Experts

🌈 Abstract

The article discusses the power of storytelling in copywriting and marketing, highlighting four specific types of stories that copywriters can use to engage and persuade readers: impressive-detail stories, founders' stories, "how it works" stories, and values stories.

🙋 Q&A

[01] Four story types copywriters use

1. What are the four types of stories that copywriters can use? The four types of stories discussed in the article are:

• Impressive-detail stories: Providing rich details about a company's processes or methods to impress the audience
• Founders' stories: Sharing the story of how the company was founded and the problem it aimed to solve
• "How it works" stories: Explaining the mechanisms and processes behind how a product or service is created
• Values stories: Highlighting the values and passion of the people behind a company or brand

2. How can copywriters use impressive-detail stories to engage readers? Copywriters can use impressive-detail stories to provide vivid, re-tellable facts and word images about a company's processes or methods. This can be more compelling than simply stating that a company uses "high-quality ingredients." The article provides the example of how copywriter Claude Hopkins used impressive details about Schlitz beer's brewing process to make it the top-selling beer in America.

3. Why is it important for companies to share their founders' stories? The article suggests that founders' stories can be both interesting and a reason for customers to buy. Sharing the frustrations or deficiencies that led to the founding of a company can help make the story more relatable and engaging for prospective customers.

4. How can "how it works" stories be used to engage readers? "How it works" stories focus on explaining the mechanisms and processes behind how a product or service is created. This can help provide transparency and build trust with the audience, similar to the example of The Great Courses' video explaining their course creation process.

5. What is the purpose of values stories, and how can they be effective? Values stories aim to convey the passion and care of the people behind a company or brand, without directly selling or boasting. The article provides the example of a coffee company video that lets the employees speak about their work in a personal, authentic way, which can be more compelling than overt marketing.

[02] The essence of effective stories

1. What is the key principle behind effective storytelling in copywriting and marketing? The article cites the "Moving Parade" principle, which suggests that while a company may be tired of telling the same story repeatedly, it is likely new and engaging for prospective customers who have not heard it before.

2. What should copywriters and companies focus on when crafting stories? The article recommends starting with the end in mind - thinking about what you want customers to say to their friends about your company. Then, craft stories that demonstrate and persuade without being overly salesy.

3. Why are great stories an effective way for companies to stand out? In a world filled with vague, impersonal marketing statements, the article suggests that well-crafted stories can help a company differentiate itself and connect with customers in a more personal, memorable way.