Business and feature articles are effective marketing tools, when they contain interesting “story.” Why? It is your stories that will engage your readers, enticing them to buy your products and services.
If you can show, via storytelling, that your offerings will make your prospect’s life easier, better, or sexier, the sale will likely follow. Don’t we all love to hear authentic stories of how company goods and services have helped those we know? It is often those glowing testimonials that entice us to buy as well. Ah, the power of word of mouth!
As writer Sean Blanda says, “When human beings need to persuade people about ideas, we tell stories.” In a survey done by the American Association of Advertising Agencies, ads that told stories were deemed much more engaging and memorable to consumers than ads that simply hyped a product. Remember the Volkswagen commercial featuring the kiddie Darth Vader? Stellar storytelling — without a single word!
Let your business and feature articles likewise soft-sell for you.
Why do people buy sports cars? Because they’ve heard stories about how they’ll feel behind the wheel. Why do people buy from Staples? Because they’ve heard stories that the shopping experience will be easy. Why do people buy Girl Scout cookies? Because they’ve heard stories about how the sales gain the girls new life skills and adventures. Why do people visit Vegas and Disney Land? Because they’ve heard stories about how magical they are. My motto: “Be clear, be concise, and be quick to get out of the way of the story, so it can do its work.”
I love writing business and feature articles. But also employee bios, case studies, newsletter features, press releases, training materials, etc. I write them all. See examples on my portfolio. Need good “story”? Let’s chat.
Back to my Copywriter page.
Sheri A. Bell is a writer, developmental editor, proofreader, and children’s author living in McKinney, Texas. You can check out her services and blog at Sheriabell.com. Get to know her a bit via this radio interview. She is the author of You Think It’s Easy Being the Tooth Fairy? (40,000 copies sold), Great World War II Projects You can Build Yourself, and Sanctuary Rises. Have you purchased your copies yet? 😉