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Writing 'My Story' - 7 Steps Through The Process Of Adding Your Story Into The Sales Letter.

by Daniel Moncur-Sime, 06-07-2008

It’s funny, most people love to talk about themselves and poor sales people will drone on about themselves and their own product/company, without spending much time listening to the prospect. Ladies frequently say that men never listen, and the men respond with their women talk about themselves to much!

So when it comes to writing about ourselves we’d be forgiven in assuming that it would be natural. Far from it, most people find it so difficult to put down flowing, interesting, and compelling words?

I wonder why? Even I found it difficult, in my efforts producing lengthy, boring passages that read like a convoluted pathway to lobotomy by a wet sponge.

Ever wanted to know how to write about yourself without stalling? To make it compelling, exciting and inspirational? Your customers buy from you, right? So sometimes knowing about you and your story can be just as important as how your product fits their needs.

To help with that all important bio in the sales process, here’s some pointers taken from a presentation by Tony Flores at the Copy Writers Conspiracy blog…

1. Create a Sense Of Identification

• Similarities
• Bond
• Show transformations
• Understand your prospect
• Characterise the situation in a way that gets them thinking ‘yes I can relate to…’
• Figure out what you have in common - the commonalities help further the sale
  
  

2. Convey the desired benefits

• What is the prospect looking for?
• What benefits are most important
• What kind of language does he speak and think of when he speaks those benefits
• Tell him ‘I was looking for those things’
  
  

3. Share the emotional tone and relevance

• Deepen the emotional bond by being vulnerable
• Talk about your feelings in a way that you’re sure he can relate to
• Show you had same fears and frustrations
• But you kept hoping for a solution – don’t be too negative, show hope, in fact always convey hope because hope is part of the solution to his needs
  
  

4. You discover the miraculous solution

• There always has to be a mechanism for your transformation
• Ideally it’s surprising or unexpected
• Move quickly from discovery to what started to happen for you
  
  

5. Make the transformation

• Now tell him about your transformation, now that you’ve discovered the ‘secret’
• Paint the same picture he wants to be living
• Make it seem like ‘if I can do it, you can too’
  
  

6. Tie the solution to your product or offer

• Explain why you’re on a mission to share your secret
• Explain why this solution is now available
• Convey your passion and purpose. Your reason for sharing other than making money
  
  

7. Final things to consider

• You’re not amazing (it’s the miracle solution) – your prospect may consider bragging and lead to disconnection, the great you come across lessens the bond and he thinks ‘yeah but he was amazing’
• Minimize extraneous details – it removes concentration on what you’re selling
• Be honest, but only include things that further the sale

This helped me. I should know, I re-wrote my bio a few times over to get my story succinct and feature full. Let me know what you think - your response is greatly appreciated as it’s my acid test…

Happy writing, without the need for that biographer.

Daniel Moncur-Sime
Photographer, designer and entrepreneur

Written by Daniel Moncur-Sime, for your business success. To contact me at your convenience, email me dan@studio33red.com or call 01432 341800.

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Attribution Statement: This article was written by Daniel Moncur-Sime, entrepreneur and expert photographer, first published at www.studio33red.com. To sign-up to receive your own FREE subscription to the Red Alert e-zine and claim FREE money making e-books go to www.studio33red.com.