Stories sell.
And a story that sells can help you sell.
To tell a successful story we recommend using a 5-star plan when writing your sales letters.
The 5-stars are: Story, Feasibility, Urgency, Benefit and Plan.
Here is an example:
The World Wildlife Fund (WWF) sought donations for a wildlife preserve in South American to buy the land and gain as many new supporters as possible.
Here is how they did it:
- They told the story of senseless cruelty inflicted on these animals.
- They showed how they already had an option to purchase the acreage at a ridiculously low price.
- They noted the rate at which rain forests are being depleted, showing that the need was immediate.
- They closed by showing how people would benefit as well, because of the medical and research value of these environments.
- Finally, the appeal was part of a larger marketing plan.
They had all 5 components for a successful story.
They ended up with nearly 12,000 responses out of 160,500 pieces across three mailings – a solid 7.5% conversion rate.
They raised $322,267, which was 138% more than their goal.
If you want to boost response, remember:
Story means tell them yours. People love a story. It’s in our blood.
Feasibility means that what you say can be done.
Urgency means you need them to take action on your idea now.
Benefit means they will gain great things by taking that action.
Plan means your efforts fit into a bigger picture, a grand vision.
Learn from the guy who asked for money – without a plant.
“Would you give me a dollar for a sandwich?” he asked a passer-by. “Not until I’ve seen that sandwich,” came the reply.
Now, what do you say to that answer? He didn’t know either. And he didn’t get the dollar.
To learn whether your copy tells an urgent, achievable story, offering clear benefits and a plan to readers, email Caleb Huey at [email protected] or call at 310-212-5727.
