Selling Books

Your Guide to Writing, Publishing and Marketing Books and Ebooks

  • Blog
  • Free Newsletter
You are here: Home / Copy Writing / Do You Grab Your Audience’s Attention?

Do You Grab Your Audience’s Attention?

June 16, 2011 by Terry Dean

At Michael Penland’s last event, I watched Glenn Turner hold an audience spellbound. You could see people leaning forward, hanging on his every word. While he was a good speaker and had good content, he didn’t excel over the rest of the speakers in those areas.

A few of the other speakers had better more instantly usuable content in my opinion. Some of the best Internet marketers were there…and I was shocked at what a few of them shared for the price (find out more about Michael Penland’s next event here which I will be speaking at again).

What did he have that held attention better than the top Internet marketers? He told simple stories…about himself, about animals, and about those around him. He is a master storyteller. I watched every minute he was on the stage holding attention like none other.

Not only do stories hold people’s attention better than anything else, they also get the point across. You might forget the speaker’s three points within a couple of hours. You remember the story that resonates with you.

Tell me a story if you want me to pay attention to what you have to say. This applies to every form of content you create, including:

  • Sales Letters
  • Websites
  • Emails
  • Blog Postings
  • Public Speaking
  • Teleconferences
  • Webinars
  • Videos

Tell stories if you want people to pay attention. I take on a few copywriting clients at times (it’s not my main business although I enjoy taking on a very profitable project now and then). A key element to copywriting for any client is to look for the story. You become a detective. You interview the business owner, their employees, and their clients. While you’re picking up other information along the way, your goal is to find the story.

What happened? Why was the product or service developed? What is an authentic story that created the business? What results have people achieved?

What’s the attention grabbing story that makes people pay attention?

Not only do stories hold people’s attention better than anything else, they also get the point across. You might forget the speaker’s three points within a couple of hours. You remember the story that resonates with you.

That’s why you see me tell about how I lost one job after another before I started online. I talk about delivering pizzas for Little Caesar’s. I tell about how my wife and I looked through the couch for change to go to McDonalds. I talk about all the failed business opportunities, door-to-door selling, and network marketing that buried us in debt.

Then how I came online…and succeeded. It’s embarressing. Yet it’s my 100% true story…and it’s a marketing advantage because people remember it.

My most popular article of all time was the “Internet lifestyle.” It was about how you could live anywhere and run an Internet business. It talked about the cow named Oscar that was my nearest neighbor (we have since moved). People forgot the article title.

They remembered the cow. They remembered the basic message…you can run an Internet business from anywhere. The message of the story beat the step-by-step instructions. It beat the “great copywriting” in other articles. Just a simple story about a cow better shared the message I wanted people to hear…

Are you using stories in your sales copy, on your blog, and in your emails? If you’re not, you’re missing out on a good portion of your money. Your readers don’t want to be lectured. They want to be entertained. What story do you have that shares the message?

I shouldn’t have to say this, but I’ve been around long enough to know I do. Make sure you’re sharing a TRUE story…not a made up one. Some marketers find it so easy to exaggerate and lie throughout their stories. They make up stories about “leaked documents.” They add a couple of extra zeros to the amount they made or the weight they lost.

In fact, I think more marketers give up their integrity in this area than virtually any other area I’ve seen. Your copywriter might tell you…well if we just add this little detail to your story, it will sell more. I agree. Details sell. The big question is whether the detail is true or not. Is it worth giving up your integrity for a little bump in response?

Do a little investigative work. Have someone else interview you about your business. Find the selling story. Discovering this one principle will improve everything you write or produce instantly.

Terry Dean helps business owners Earn More, Work Less, and Enjoy Life. Receive his Special report, “10 Key Strategies for Any Business Owner to Earn More, Work Less, and Enjoy Life” along with “Live the Internet Lifestyle…Retire Young and Wealthy” here: http://www.theterrydean.com

Related Posts :

What’s the Story about Stories?
Adding Stories to your Nonfiction Book
Brian O'Mara-Croft - Author Interview

Filed Under: Copy Writing, Public Speaking Tagged With: stories

Sell More Books!

FREE! Sign up Cathy Stucker's Selling Books newsletter. You will get useful tips and techniques for writing, publishing and selling books, plus member-only exclusives such as free webinars.

BONUS! Get instant access to Cathy's audio program on how to Build an Effective Author Platform!

I respect your privacy & will NEVER sell, rent or share your email address. More than a policy, it's my Privacy Pledge.

Recent Articles

  • Save the Cat! Writes for TV
  • Summarize Your Book and Increase Your Book Sales
  • Why Structure Is a Friend, Not a Formula
  • Save the Cat Story Cards
  • Save the Cat! Cracking the Beat Sheet
  • Stop Procrastinating, Start Writing
  • FAQs About Children’s Book Illustrations
  • 5 Posts Every Author Should Write on their Website
  • Reducing Everyday Distractions So You Can Get More Writing Done
  • E.S.Danon – Moon in Bastet

Pages

Contact
Contribute Articles
Contributing Authors
Free Newsletter to Help You Sell More Books
Get Interviewed
Publishing Resources
Subscribe/RSS
Privacy/Disclosure Policies

Categories

Agents Amazon.com Article Marketing Author Interviews Author Platform Blogging Book Business Book Design Book Marketing Book Proposals Book Publicity Book Publishing Book Reviews Book Signings Bookstore Book Titles Book Tours Cathy's Blog Children's Books Content Marketing Copyright Copy Writing Ebooks Editing Fiction Writing Freelance Writing Get Published Ghostwriters Internet Marketing Marketing Fiction Motivation Networking Non-Fiction Writing Oprah Winfrey POD Publishing Public Speaking Research Resources for Writers Running Your Publishing Company Self Publishing Social Media Special Sales Video Marketing Writers Block Writing

Return to top of page

Copyright © 2006 - 2022 Cathy Stucker · All Rights Reserved

Log in to your account