Peal
Contributor
Hi Redwolf,
As a marketing consultant, I help clients with this sort of thing on a daily basis. The most common issue with most communication, particularly in instances of sales/marketing, is that business owners start with the end in mind. In other words, you should buy this or do this because (and then they go on to list reasons why the reader should take action x).
The approach I take leverages the elements of storytelling. Every human, even young kids, can relate to stories because they all have the same structure. Whereas listing reasons to buy something is incohesive and difficult to follow.
Every story has a main character. Every main character experiences a problem. Every problem has causes. Every problem can create more problems (emotional and tangible). Every problem has possible solutions. Your solution is best because of a, b, and c. Your solution has a process. And your process creates some kind of result.
Here's an example of a recent project I did for a general contractor.
Main character: people who can't stop thinking about the improvements they want to make to their home
Problem: their home doesn't accommodate their needs and style
Problem reasons: their home is outdated or they just bought one that isn't right
Tangible effects: not enough storage. not enough room to host guests etc
Emotional effects: it can make you feel cramped and embarrassed about your home
Other approaches: live with it. buy a new home. hire another contractor (which isn't a good idea because blank)
Our approach: make the process as easy as possible. more accurate bidding etc
Process: schedule a free walkthrough. we'll look at designs. prepare your house etc.
Our Promise: you won't believe it's yours
By starting with who it's for, what the problem is and the reasons behind that problem, you show the reader "hey I understand you and your problem better than anyone else because no one else is talking about it. Everyone else is going for the kill "hey choose us for these reasons." By starting with the problem, readers will assume you have an answer to that problem. It builds trust.
I know this approach isn't relevant to every piece of comm, but when it comes to marketing, it's by far the best.
Hope that helps. Let me know if you have any questions.
As a marketing consultant, I help clients with this sort of thing on a daily basis. The most common issue with most communication, particularly in instances of sales/marketing, is that business owners start with the end in mind. In other words, you should buy this or do this because (and then they go on to list reasons why the reader should take action x).
The approach I take leverages the elements of storytelling. Every human, even young kids, can relate to stories because they all have the same structure. Whereas listing reasons to buy something is incohesive and difficult to follow.
Every story has a main character. Every main character experiences a problem. Every problem has causes. Every problem can create more problems (emotional and tangible). Every problem has possible solutions. Your solution is best because of a, b, and c. Your solution has a process. And your process creates some kind of result.
Here's an example of a recent project I did for a general contractor.
Main character: people who can't stop thinking about the improvements they want to make to their home
Problem: their home doesn't accommodate their needs and style
Problem reasons: their home is outdated or they just bought one that isn't right
Tangible effects: not enough storage. not enough room to host guests etc
Emotional effects: it can make you feel cramped and embarrassed about your home
Other approaches: live with it. buy a new home. hire another contractor (which isn't a good idea because blank)
Our approach: make the process as easy as possible. more accurate bidding etc
Process: schedule a free walkthrough. we'll look at designs. prepare your house etc.
Our Promise: you won't believe it's yours
By starting with who it's for, what the problem is and the reasons behind that problem, you show the reader "hey I understand you and your problem better than anyone else because no one else is talking about it. Everyone else is going for the kill "hey choose us for these reasons." By starting with the problem, readers will assume you have an answer to that problem. It builds trust.
I know this approach isn't relevant to every piece of comm, but when it comes to marketing, it's by far the best.
Hope that helps. Let me know if you have any questions.