A good story almost always wins. People aren’t captivated by features and benefits. They’re captivated by feelings and emotions. The easiest way to activate those things is through a story. This applies no matter whether we’re talking about long-form direct response copy, Facebook Video Ads, email blasts, or a Shopify page. Speak to the heart first and the mind second. This doesn’t mean that you won’t ever use logic to sell a product or service; great sales copy is a masterclass in logical argument, where you take your prospect seamlessly from Point A to Z without them realizing it. Rather what I’m saying is that you only have a few seconds to capture a person’s attention, and with emotional storytelling, you cut through the noise. With few exceptions, there are other people out there who sell a similar product or service as you do. Perhaps your product is better or more unique, but the consumer won’t automatically see it that way. At first, they’ll see you as one of many. The way you change that perception is by telling a captivating story. – Stefan Georgi
