Text of my newsletter from 30th August.
I remember the ‘features and benefits’ mantra being drummed into me at every sales course ever I attended, years ago.
As a result, I slavishly attached a benefit to every feature I ever talked about, in anything I ever wrote, in the hope of being able to sell anything that I turned my mind to.
It didn’t really work (at least, not for me!).
It turns out that, while attaching a benefit was definitely better than just thumping my chest about features, telling a story is better still.
This week I’ve started focusing on how to develop my story-telling techniques, using the simple formula that’s set out in the first article I’ve linked to, and the persuasive techniques that are discussed in the second.
This week’s links
In addition to those two articles on strengthening your sales copywriting skills, I’ve also linked to one that identifies the top 6 social media sites you could use to promote your business, and one on how to know when you need to change your business model.
How to sell more by saying less
In this podcast from Michael Stelzner, he interviews Park Howell on how to use story-telling as a sales technique, and why the ‘Features and Benefits’ approach no longer works.
It’s a 50-minute interview, and it details how to use a simple formula, the ABT, to make your marketing or sales message many times more powerful and effective:
10 tips for writing persuasive ads
Neil Patel analyses some of the most successful ads, and picks out 10 persuasive techniques that the creators used to make them so successful.
Story-telling comes up again in this article, along with these persuasive techniques that can be adapted to any type of writing:
6 Social media sites to use for your business
Michelle Ofiwe lists the 6 top social media sites you should consider working with to promote your business.
The site(s) you use will depend on your target market, and where your audience hangs out. She sets out the pros and cons of each in this article.
Also covered is the Semrush Social Media Toolkit, which makes managing your social media accounts much easier – particularly if you’re managing two or more:
How to known when it’s time to change your business model
If your business is not growing as fast as you would like, it’s tempting to change your business model.
But you don’t want to throw the baby out with the bathwater.
In this article Christine Hansen reminds us that a business model is never set in stone.
But there’s a difference between making slight adjustments to take account of a changing environment, and making a pivot towards a different model.
You just need to know which to do, and when.
As any fan of rock and roll will know, Charlie Watts, the Rolling Stones’ drummer, died last week. He was highly respected and much loved in the industry.
Here are the Stones playing ‘Paint it Black’ live, at the Beacon Theatre in New York City, in 2006. ‘Paint it Black’ is one of those songs that particularly showcases Charlie Watts’ drumming skills:
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