Using Stories Over Facts When Describing Your Services

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"When emotion comes into play, it livens up what you're watching or listening to and makes it relatable. When you have emotion, it livens up the copy, it makes it more readable. It takes the audience on a journey from the time before your product and service to the promised land of a better life by using that product and service", declares Lee Barnathan of LB Communications .

Lee points out that businesses aren't taking advantage of storytelling when writing the copy on their websites. Copy that focuses on features and functions lacks the emotion that makes them relatable. Lee cites an example of an experiment conducted on eBay where a basket of common goods described factually sold for $250. But when these same baskets of goods were described using heartfelt stories, they sold for almost $8,000, over a 31X increase in revenue. Listen to the end for Lee's generous gift to our listeners.

Q: What is the one thing that your?target market is getting wrong?

People understand the importance of telling a story on their website's About Us page, but they don't realize they can do the same on the products/services page(s)

Q: How should your target market be thinking about it?

They need to include emotion, the human element, and the products/services page(s). Simply describing what the product/service does misses the point that 98% of purchasing decisions are based on emotion, so ignoring the human element severely hurts a company's chance of selling more of that product/service.

Q: What are the benefits of doing it as you suggest?

Revenue will increase. One example: Researchers placed 200 insignificant items on eBay (total value: $250) and accompanied each item with a short heartfelt story about the item. All items sold for a combined $8,000, a $3,100% increase.

Q: What are the 3-to 5 steps your target market should implement?

1. Set the scene. Establish the status quo or "the way things were" for your target customer or client.
2. Introduce the problem. Describe the issue that called for the need for this product or service.
3. Arrive at a solution. Share details of how this product or service is pursuing its purpose.
4. Envision what's next. Paint a picture of the life the client?now?enjoys because they've used this product and service.

SHOW HIGHLIGHTS

02:25 Businesses aren't taking advantage of the power of storytelling.

04:56 Go beyond features, functions, and benefits.

05:58 How to get a 3,100% increase in price using stories in your selling.

10:01 Don't wait to tell the story of your business.

11:01 4-step process for telling the story of your products and services.

13:55 Learn about Lee. Email Lee at [email protected]

ABOUT LEE BARNATHAN

Lee creates or improves written copy factually, and truthfully and guarantees your credibility and integrity. It generates and nurtures leads and causes website visitors to do what you want. His specialties include ghostwriting, or writing in somebody else's voice, tone and style. He also blogs or writes several times about a specific idea, topic, or theme. These posts are usually 500-700 words but could be any length. He also can take these posts and shorten them to just a few paragraphs so you can use them on social media sites.

His process requires your full participation — he can't do his job without you. He begins by asking open-ended questions that usually start with who/what/where/when/how/why. He uses critical thinking to listen and identify holes in your responses, which leads to additional questions. This process gets him the information he needs to create or improve your copy so it's free of lies, embellishments or exaggerations. A truth-based message is easier to remember, get behind and promote.

Clients who want this kind of copy want someone who will take the time to hear them, to intellectually and emotionally understand them. Then they want the copywritten honestly, accurately, and clearly, with no BS. For 31 years, he's been writing, editing, and communicating in these unique ways. Clients benefit because their words read differently than their competition's, which helps increase the number of leads they get from their websites.

Some hire him for just one job, no matter how long or short it takes. Others pay a retainer and contract with him over several months. His fees are fixed yet flexible.

ABOUT CENTRICITY

Jay Kingley and Taz Sadhukhan founded Centricity?to help the ex-corporate professional turned consultant remove the uncertainty and gain the confidence on how they will replace the income they left behind and then triple it. Their signature program, The Tipping Point?, is a?client generation advisory program?for those who have an expert-based consultancy (EaaS - Expertise as a Service). These independent consultants are great at what they do but struggle to make more money, get more clients, and don't know where their next client will come from. Clients focus on laser-like clarity on their positioning to differentiate them to rise above the competitive landscape and marketing strategies designed for independent solo consultants. Jay and Taz have a combined experience of 50+ years as business owners selling to large multinationals, consumers, and small business owners. They have successfully built a multi-million dollar business and now help their clients get more clients, become fully booked, and charge premium pricing.