But before I actually go on to write further , let me tell you a story. A story of how Nightingale Connant sold one of its products.
The business executive was deep in debt and could see
no way out. Creditors were closing in on him. Suppliers
were demanding payment. He sat on a park bench, head in
hands, wondering if anything could save his company from
bankruptcy.Suddenly an old man appeared before him.
"I can see something is troubling you," he said. After
listening to the executive's woes, the old man said,
"I believe I can help you."He asked the man his name, wrote out a check and pushed
it into his hands saying, "Take this money. Meet me here
exactly one year from today, and you can pay me back
at that time."Then he turned and disappeared as quickly as he had come.
The executive looked down and saw in his hand a check
for $500,000. signed by (continued inside)
Now that is what I call a perfect copy! Yes I know what you are thinking. Its just that old AIDA concept [ Attention , Interest , Desire and Action ] that we forget to use so often!
But this copy is something more than that. Its a story.
Have you ever seen how a child is so engrossed in hearing a story ? And , old habits die hard. Yes , even adults lend their ears and minds more to stories than anything else.
Take a look at a sample of Wall Street Journal Advertisement.
"On a beautiful late spring afternoon, twenty-five years
ago, two young men graduated from the same college. They
were very much alike, these two young men. Both had been
better than average students, both were personable and
both - as young college graduates are - were filled with
ambitious dreams for the future.Recently, these two men returned to college for their
25th reunion.They were still very much alike. Both were happily married.
Both had three children. And both, it turned out, had gone
to work for the same company Midwestern manufacturing
company after graduation, and were still there.But there was a difference. One of the men was manager of
a small department of that company. The other was its
president."
Now , Isn't that a better way of telling what would happen to you if you don't read our newspaper. Would the same message have been effective had they said it this way ?
Listen Up. If you really want to climb the corporate chain then start reading our newspaper.
I really doubt that someone would even recall this ad.
But I want to hear what do you think about using stories in salescopies! Post your opinion below.
______________________________________
This article was written by Staff at PulseToday.com - Marketing Forums