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A Story of Creation.
By Hans | March 24, 2009
There’s one key ingredient that I look for first before investing my time in a new project: A story of creation behind the product or service.
You see, a lot of marketers just throw together products that they don’t really care about. They hire a cheap ghostwriter to create the product and think about all of the money they’re about to make with it.
This is all well and good. It sometimes works. The product might even turn-out good.
However, even if it does make some money, it’s a short-term success. Eventually, sales fade. Somebody else can easily duplicate and beat your offer.
But, even more importantly, you make a tiny fraction of the profits you can. You lack authenticity and credibility. Prospects you could have easily had don’t believe your claims.
So, what are some examples of creation stories?
- You accidently stumbled across an expert and got him or her to reveal his or her best secrets.
- You were sick or had the same problem as your prospects, so you researched every possible solution out there. What you found is that there is a bunch of junk. That was, until you developed your own solution.
- You have a record of success doing what your prospects want, you noticed others were doing it all wrong, and so you decided to reveal your secrets to others.
- You were working on a seperate project when you suddenly had a breakthrough that revolutionizes everything.
- You developed a software or report for your own personal use. You then used it to slaughter the competition. Now, you’re revealing it to a select group.
- You got fed-up with the quality of information out there and you wanted to set the record straight.
- You started a small project because you were passionate about it (not expecting anything) and it exploded beyond your wildest dreams.
Simply put, a creation story explains why you’re here and why you’re the real deal.
It’s important to understand these stories can be manufactured.
If you have an average product without a cool story, make one.
Find somebody to interview. Give it to a friend to create a case study. Create your own case study.
One example was a guy was creating an eBay course. This was long after the initial “make money on eBay” craze hit.
To differentiate himself, he started with a few hundred dollars and limited computer access at a public library. He was successful.
Do you see why this is so powerful?
It’s showing ANYBODY can use the course to succeed. It overcomes people’s objection that it’s too hard to make money.
Think about how you can tell a compelling story of how your product or service came to be that overcomes your prospects’ objections. How did you or somebody else come across the solution you’re offering?
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