Three Core Elements of Storytelling (And Why You Need To Write Stories Right Away)

By Sean D’Souza of Psychotactics.com

Think of a story.
Any story.
Maybe just Cinderella, for instance.

What does it bring up right away to your mind?

1) Sequence
2) Suspense and
3) The roller coaster

Stories are like magic lamps. They have a sequence, there’s suspense and sure to be a roller coaster.

So if we examine Cinderella’s story we see:

1) There’s the sequence of the daughter who is mistreated and made to work in the kitchen.

The other daughters romp about doing what spoiled daughters do. And they fancy their chances with the prince. But things don’t go their way, and in turn, Cindy manages to get a fairy godmother. And blah, blah, blah.

And there’s a sequence of events each building into each other. But a good story must have some drama, some suspense.

2) The suspense

Suspense follows us all around the storyline. Cinderella’s mother dies and she’s doomed to sleeping near the fireplace (which is how she gets the name, Cinderella). But then the godmother appears from the blue—and suspense builds up—because now Cinderella has a chance like everyone else. Will she make it? Won’t she? She does. And then just as Cindy’s hitting it off with the Prince, the clock goes nuts and her life is miserable once more. What on earth is happening? What’s with this girl? Is she just going to be a loser? Yup, that’s all suspense.

3) Then there’s the roller coaster

Good times, then bad. Then good, then bad. Your story doesn’t have to swing wildly, but it helps to have contrast, because contrast changes the pace of the story. So just as things are really yucky, along comes the knight in shining armour. Or just as things are looking great, an avian flu threatens to kill the entire population. Cinderella’s fortunes seem to bounce up and down, which keeps the interest in the story.

Now let’s head to your story…

Every story you write tends to have sequence, because without sequence a story has no meaning. But suspense? You have to insert a certain amount of suspense. It’s always there in your story, but when you insert a ‘what the heck is happening’ factor, you instantly build suspense. And finally the roller coaster. If your story has been coasting with the fairies for a while, then it’s time to bring out the ogres—and vice versa.

And there are reasons why this storytelling is important:

1) Most writers are unable to capture the core elements of a story. Even if they do get the sequence right, they rarely build in suspense or the roller coaster. That’s because they aren’t aware of these elements, or just don’t know how to go about it. But you, you can practice and get a lot better.

2) Most articles are almost always how-to or reporter-like. This means that your articles automatically stand out when compared to millions of other articles on the Internet. And because most writers avoid this story-telling, your articles are instantly more appealing—and different.

Does it just have to be a story or can you have a case-study?

Case studies also have the same three elements, but you still have to work in the suspense and the roller coaster. The key factor is to realise that you’re already off to a brilliant start with a story because you have the advantage of sequence. And with a bit of practice, suspense and the roller coaster will become part of your case-study (or story-telling).

Kids sit at rapt attention when listening to the story of Cinderella

No matter how many times you tell the story, they’re keen as mustard to hear it again. Now you know why. And you can take the same elements and use it in your articles.

And then everyone who reads it will have that same mustardy-feeling too.

Sean D’Souza is a writer, marketing guru and expert on sales psychology. To read more articles by Sean, and get a very useful free report on “Why Headlines Fail”, go to PsychoTactics.com


The Headline Breath Test

By Sean D’Souza of PsychoTactics.com

Do long headlines work? Or are short headlines better?

The answer doesn’t lie in length. It lies in the ability to say the headline aloud in one breath. Let’s assume you sit down and write an absolute stunner of a headline, your next job is to read it back aloud.

Can you read it?

Ok then say this headline aloud: HOW To Recognise Six Difficult Telltale Signs Of Disinterest And Lack Of Motivation In Your Student And Customer.

Ran out of breath, didn’t you? And even if you didn’t quite run out of breath, you’ll still struggle to recall the contents of that headline. And the reason why you need to read the headline aloud, is because that’s what the customer is doing anyway. And if you can’t say it one in breath, you can’t hear it in one breath.

And as a result the headline message gets garbled.

So let’s look at some of the most enduring headlines ever…

1) How to make friends and influence people.

2) Do you make these mistakes in English?

3) They laughed when I sat down at the piano. But when I started to play…

Ooh, that last one was a mouthful, wasn’t it?

No matter how you try, it’s hard to say: “They laughed when I sat down at the piano. But when I started to play…” in one breath. So what’s going on here? How come this headline works when it clearly fails the breath test?

It’s called punctuation

If you have a long headline, all you have to do is punctuate. How you punctuate it is totally up to you. You can use brackets. Or an em dash. Or a comma.

So the same headline can read like this:

They laughed when I sat down at the piano (But when I started to play…)

They laughed when I sat down at the piano—but when I started to play…

They laughed when I sat down at the piano, but when I started to play…

And a good reason for the existence of punctuation is to have pauses. When you have that pause in-built into your headline, a reader can read it as if it were two sentences. So even though it looks like one big sentence, it’s really two.

There are lots of things that can cause a perfectly good headline to become perfectly useless. And instead of debating long and hard about the length of headlines, just do the breath test. If it fails, add some punctuation. If it still fails, dump the headline and start again. ;)

About the author
Sean D’Souza is a writer, marketing guru and expert on sales psychology. To read more articles by Sean, and get a very useful free report on “Why Headlines Fail”, go to PsychoTactics.com


Slip-Sliding: How To Get Customers To Read Every Word Of Your Copy

A guest post By Sean D’Souza of Psychotactics.com

Do you know how you flip one page of a novel, not expecting to read the book, and before you know it, whooops away you go, and then you’re reading, and reading, and reading…and may I add…reading.

Copywriting isn’t much different. If you write copy that slip-slides, then your audience will read it to the end.

So let’s analyse a piece of copy that slip-slides

Here’s the copy as it went out in the email and after you read it, you’ll see the analysis below.

Start of Copy

=========================
You are receiving this email, because you subscribed to the Website Triggers Series (where you got the 3 Trigger Audios). If you wish to unsubscribe, you can do so by going to the bottom of this email and removing yourself from this list. Of course, you’d miss the free gift worth $50 that I’ll be giving you in the next email, if you do so). So hang in there a while. It’s worth the wait.

Do weddings make you cry?
Well, they sure make some people cry.

Because for one day of wearing that fancy gown, walking down the aisle, and throwing the bouquet, a couple has to go through months and months of planning.

Of course, that’s not what you’ll see
When you show up at the reception, you’ll see an almost flawless and well-choreographed party. What you won’t see, is all the background stuff that went to minimise all of that chaos.

Nobody would believe in the ‘instant-wedding reception’
But if you listen to Internet ‘gurus’ everywhere, you’ll hear how they made squillions of dollars in one week. And how they can do the same for you.

Yeah, right.

For a simple wedding, you’ll need to learn about etiquette, have checklists, have reasonably detailed wedding plans, have honeymoon plans and God knows what else.

It’s the same with a website. The reason why your website isn’t drawing customers by the hundreds and isn’t able to make as much profits as you think it should, is because you’re missing the background information.

Information such as:
-The precise strategy involved in attraction, conversion and consumption. The biggest mistakes are made when you mix up these three factors. Learn how to segregate them and take customers through a sequential selling system. (Yes, system).

- The way to set up an auto responder system and link all of your messages, so that once it’s set up, your customer automatically gets personalised messages. This is not just another set of auto responders. It’s a sophisticated, yet simple way of getting customers to buy your products/services.

-The exact system that we use at Psychotactics. What we do in the background. How we create sales without any Google ads, strategic alliances, joint ventures or affiliates. And how you can too (if you choose). That alone should save you a bundle!

And you’ll get bonuses worth over $5200

Some of the bonuses are:
1) How to Create A Viral Campaign worth $500
2) Website Strategy Template worth $1500
3) Special Strategic Accounting Session worth $500
4) Client Data Segregation Tutorial worth $100
5) Website Strategy Critique by me (Worth $3000)

Can you really afford to miss this information?

Find out how the course is really affordable, and has installments, so you don’t have to pay everything upfront.

Warm regards,
Sean

P.S. There are only 5 seats left. Don’t wait till too long, or you’ll miss out. There’s also a homestudy version, if you’re interested. :)

P.P.S. Remember this event has a ‘Lawn Mower Guarantee’ which means you can take all the materials and run your lawn mower over them, and you’ll still get your money back. So you have nothing to lose. If you don’t like it, you get your entire tuition fee back. So there’s nothing to lose.

P.P.S. There’s a homestudy version of this course too, so if you can’t make it, you can still get the homestudy version, by clickingon the link above. The homestudy will bring at least 70%-80% of the intensity of the course into your home–yes the live course is always better, but if you can’t attend, this is the best next choice.

End of Copy
=========================

So now for the analysis:

1) Notice how the first paragraph incentives the customer to stay on the list? You can use this tactic from time to time, but not all the time. And of course, you have to deliver the goods you promise.

2) Notice how the analogy did most of the selling? You didn’t actually realise it was a sales letter till somewhere in between. But hey, you were sliding down a very fast slope. And it was impossible to back up. If your copy uses the power of analogies, it can get customers reading and sliding from the analogy to sales copy, without even realising what’s happening.

3) Notice how logic was used to explain the concept that was about to reveal itself. The concept was about the ‘instant website and instant riches’ formula. But the analogy was about instant receptions, and how they don’t exist. When you accepted the idea that an instant wedding couldn’t exist (or is hard to pull off), it was easier to accept the idea that website success was hard to pull off without background strategy and knowledge.

But I didn’t have to convince you. When you bought into the first part of the email, you bought into the second. Cool, huh?

4) Notice the connectors that enable you to segue?
Look at these two sentences carefully. There’s a connection that makes the leap at this point. And it’s done seamlessly and simply. “For a simple wedding, you’ll need to learn about etiquette, have checklists, have reasonably detailed wedding plans, have honeymoon plans and God knows what else.

It’s the same with a website. The reason why your website isn’t drawing customers by the hundreds and isn’t able to make as much profits as you think it should, is because you’re missing the background information.”

The line before explained the background information required, and then jumped to a ‘website’. But the leap wasn’t jarring at all, because the analogy softened the leap.

5) Notice how the bonuses added up?

6) Notice how the objections were killed.

7) Notice how the urgency was created?

8) And the guarantee, ensuring that anyone on the fence would decide to give it a go.

9) And the downsell to the homestudy version?

To think that we ended up with website strategy…

And started with weddings…

Hmmmm…if you want your customers to slip-slide their way into the copy, it’s best to start with an analogy. Then link back to the actual topic.

Slip-sliding away…that’s what you can do with your copy. And now, you have a template! So go ahead and write some slip-sliding copy right away.

Sean D’Souza is a writer, marketing guru and expert on sales psychology. Read more by Sean on Psychotactics.com

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Do you want to become an outstanding blogger? We’ll show you how. Join the most comprehensive training for bloggers on the Net, the A-List Blogger Club. Click below to find out more:

How to Boost Your Writing Confidence so You CAN Hit Publish

By James Chartrand of Men with Pens

Confidence is key to effortless writing. You know that; I know that.

And yet, sadly, writers tell me all the time that confidence is one of their biggest struggles. They’re unsure of their skills. Is the work good enough? They hesitate and get stuck in the editing process. They can’t hit publish.

Some stop writing completely. Lack of confidence is almost a disease, insidiously striking writers down, one by one.

The Internet isn’t helping. It’s opened up worlds of opportunity for writers around the globe, but it’s only made this lack of confidence worse. Anyone can publish anything they want.

This creates some pretty big obstacles for writers.

You know how it goes. You surf around the web and read all kinds of great writing, all sorts of blog posts that went viral, and all the stellar material of successful blogs and online magazines.

Then you look at what you just wrote. And a seed of doubt blooms. You think, “Is this good enough? Who am I to publish this? I’m no one. How can I ever measure up to that writer? I’m just me.”

Comparison is a confidence killer, believe me.

It gets worse. You read some of the comments on blogs. Most are nice; some are nasty. Flamers, trolls, grammar-nazis, dissenters, English majors… all waiting to take writers DOWN. Which reminds you that if you hit publish – if you dare to put your writing out there – you might face their criticism as well.

More doubts. What if people don’t like what you wrote? What if they laugh? What if they hate it? What if it’s just not good enough…??

One nasty comment when you tried so hard to get the writing perfect? Horrific.

It doesn’t stop there. Remember I said that the Internet lets anyone publish anything? That’s not always a good thing. With no gatekeepers in place, writers completely avoid the approval process. There’s no one to say when the work just isn’t up to snuff. There isn’t any proofreading. There isn’t any editing.

All you need is a blog. Voila, you’re a writer.

So if anyone can publish anything, and there isn’t anyone to monitor quality control, how do to you know that what you just wrote is up to par? What if it’s terrible? What if readers snicker at you behind their back? What if you proudly publish something… and end up embarrassing yourself?

No wonder writers constantly tell me they lack confidence.  I don’t blame them. The situation’s enough to make anyone want to retire their pen.

But you shouldn’t. You can build up confidence. You can feel proud about your work. You can post and publish and share your writing with the world… stress-free.

In fact, you can quickly and easily build up enough confidence to keep you writing and keep improving until all the doubts you ever had are a thing of the past.

And it starts right here:

Get an Editor

Most smart writers still go through an intensive editing process. (Surprising, but true.) Not only does editing keep the quality of your writing at a higher level, but it gives you a good dose of confidence.

You don’t have to worry: Someone’s got your back and can catch little mistakes. And as they do, you can see what they corrected, learn why and improve your skills so you begin to eliminate these mistakes until there aren’t any left.

Knowledge brings confidence, every single time. The more skills you have, the less you stress.

Editors bring an extra perk to confidence levels: Someone else thought your work was worth reading. And sometimes that’s the boost you need to get past your fears.

Let me explain: You might think an editor only reads your writing because that’s his or her job. You might also think that an editor takes on any old crap in exchange for cash.

But an editor’s job is editing, not writing. And that means any editor worth his salt would turn down work that’s so bad it needs to be scrapped and completely rewritten from scratch.

Honestly? Your writing isn’t that bad, and you know it. In fact, it’s probably pretty darned good. You just need someone to remind you.

So get an editor for an extra boost of confidence. Don’t have one? No money? That’s fine. Ask a trusted friend or a colleague to read over what you’ve written and give you feedback.

(And if all your friend has to say is, “Yeah, it was good,” do yourself a favour: find someone else to edit for you.)

Pre-Editing

Getting an editor helps, but there’s plenty you can do on your own to help kick your confidence back up to where it should be.

And you’ve probably heard these writing tips a million times already, but that’s because they’re worth your attention – they work:

  1. Practice, practice, practice. The more you write, the more you improve your skills – that is, if you’re actively practicing a specific technique so you can master it. “Write every day,” isn’t really good advice if all you’re doing is repeating the same old mistakes. Be proactive about your practice sessions and work on improving your skills. That’s the difference between good writers and great ones.
  2. Rewrite, rewrite, rewrite. This isn’t the same as “practice, practice, practice”. Rewriting means taking what you wrote and writing it again, only making it better. Cut out unnecessary words. Try different adjectives or nouns. Shorten sentences. Lengthen them with more descriptive language. Eventually you’ll be able to tell the difference between what’s garbage and what’s really good.
  3. Get some fresh eyes. Fools who write on the fly and hit publish 20 minutes later are doing a disservice to readers and to themselves. And since you’re no fool, you know better than that: Setting your work aside for a day and coming back to it with fresh eyes reveals all sorts of nasty discoveries.  I promise that 24 hours lets you see what you couldn’t see before… and gives you the chance to fix it.
  4. Read aloud. Print out your writing in a nice, large font and read it at normal speech speed. You’ll hear all the awkward sentences, the strange wordings and the trippy spots easily. (And yep, you’ll be able to fix them right away.) The first few times you try reading your work aloud, you’ll probably feel like an idiot and the cat might look at you funny. That’s okay; do it anyways.
  5. Check Your Mental Chatter

    After all this, you still might be thinking, “That’s all well and good, James, but I’m no pro. I’m not an expert. Who am I to write about this topic?”

    Stubborn, aren’t you? Which brings me to the biggest confidence killer out there: your mental chatter.

    Mental chatter is the conversation you carry out with yourself in your mind. We all do it. Some chatter is positive and helpful, like, “Okay, I can handle this.”  Some holds us back and prevents us from overcoming our fears.

    The mental chatter that tends to happen in a writer’s head is often incredibly amazing – and completely disabling. I’ve seen perfectly brilliant writers talk themselves down so far that they come to believe they’re utter failures and all they can produce is crap.

    Some even stop writing completely. Forever.

    Think of it this way: Would you let someone smash down your child’s self-confidence with bitter condescension? Would you let someone say nasty, hurtful things to your significant other? Would you let a stranger walk up to you, lace into you and absolutely tear you apart?

    Of course not. So why, for the love of Pete, do you allow this to happen in your own mind? Even worse, you’re the one doing it to yourself!

    Take control of your mind. Start talking back to yourself. Challenge negative comments and recognize them as self-imposed obstacles. Replace them immediately with positive, healthy thoughts and stand up for yourself.

    If you think, “Who am I to write about this?” immediately challenge the thought: Who are you NOT to write about this?  If you start to think, “But I’m not an expert,” then challenge that thought too: How do you know you’re not an expert? At one point you believed you could write about this topic. You still can.

    And if it really bothers you that you’re not an expert? Become one. Learn what you need to know. Gather the missing skills. Get the knowledge you feel you don’t have.

    You won’t be an expert at anything until you try.

    Do What’s Already Been Done

    Speaking of experts, I hear plenty of writers say, “This topic has already been written about 100 times. What more could I possibly add?”

    The answer is plenty – and in this case, the Internet is your friend.

    So many people publish on the Internet today that some measure of repetition is almost impossible to avoid. So what? Why would you want to avoid it? If you can improve upon the topic, or if you can write a better article, or if you see a different angle, or if you have an opinion, then you have brilliant reasons to write.

    The important thing to ask is, “Can I write something better than what’s out there? Does my argument add value to the topic? Do my thoughts present a different view or a new angle?”

    I’m betting you’ll say yes. But if you answered no, then scrap the idea and move on. It’s not the end of the world. Write something else. Discarding ideas can be a liberating experience and a concept that every writer should embrace without regrets.

    Remember your mental chatter check, though – don’t toss out every single idea you come up with in some unhealthy form of self-censorship. If you catch yourself doing this, grab any topic at all and just start writing. Break the cycle immediately.

    You’ll quickly find your unique view on the subject shining through… probably mid-sentence, too.

    What Else Helps?

    There are tons of ways to boost writer confidence and get yourself back to hitting publish. I’ve covered a few strategies here, but I want to hear about your favourite ways to get your writing mojo going on. Let’s compile as many as we can!

    Want to learn all the skills you need to unleash effortless writing? Check out the Damn Fine Words, brought to you by professional copywriter James Chartrand. Coming your way May 7, it’s the only writing course geared for business owners who could use a huge confidence boost… and effective writing skills.

    What’s your favorite blog for bloggers? Nominations are open for the Top 10 Blogs for Bloggers Contest 2012. Click here to nominate YOUR favorite blog.

Precise Client Attraction: Why the Framing of the Problem Matters

A guest post By Sean D’Souza of Psychotactics.com

I was at the doctor’s clinic one day for a routine check.

“You have to lose about 10 pounds,” he said. “Not that you have any health problem, but you’re kinda on the borderline. And if you lose weight and eat well, you won’t have to take medication for a long, long time.”

Do you recognise the problem in the doctor’s statement?

He didn’t say, ‘lose weight so you can impress everyone on the beach.’ Neither did he say ‘lose weight so you can run the marathon.’ He was specific. Stay away from the borderline and you can avoid having the bother of having to pop endless number of pills.

Most marketing messages aren’t this specific

And the reason why they’re not crystal clear is because the person giving out the message isn’t quite sure how to get the message across. So they put out a message, which soon looks like every other weight loss message. And it doing so, they miss out on the customers they most need to attract and work with.

So let’s take an example here

Christy wants to work with overweight women. But what’s the problem that Christy’s solving? She’s working with women who feel like they’re invisible. These women have put on some weight over the years, and now feel miserable. But more so, they feel invisible. No one seems to notice them as they walk down the street.

As Christy so eloquently puts it, “Women who are significantly overweight feel like social outcasts and are often treated by others as if they are stupid (or have below average intelligence). As a result of being overweight, they feel other people judge them and do not see them for who they really are. They are ignored.

They have to work harder to prove their abilities and overcome the prejudices of being overweight. They find that strangers will often pass right in front of them and not even make eye contact with them. They feel very alone. They are invisible.”

That’s kinda different from what the doc told me, eh?

And we can feel the difference, even though the eventual goal seems to be the same: lose weight. But it’s the framing of the problem that creates enormous intensity. Get the right problem and you’ve hit a home run. Get the wrong problem and you’re just another me-too product.

So how do you go about getting to the right problem?

We need three steps and let’s take this specific example of losing weight.

Step 1: Make a list of reasons why someone would want to lose weight.

Step 2: Pick the top three reasons.

Step 3: Pick one.

Step 1: The list of reasons.

List every single reason why someone would want to lose weight (or in your case, buy your product or service). But let’s stay with the example and let’s say these are the reasons below.

- to feel attractive/special to another

- to feel happier

- to feel in control

- to gain confidence

- to be more popular

- to love self more

- to feel more self-worth

- to avoid needing medication

- to avoid exacerbating a poor health condition

- to gain more self-worth

- to be able to perform activities they are no longer able to

- to feel more important

- to be treated better

- to avoid pain/inconvenience

- to avoid feeling bad anymore about self

- to avoid disappointed feelings that one can’t look how they want to look

- to avoid feelings of disappointment

- to feel loved

Notice how not many of the reasons overlap that much?

Being ‘popular’ isn’t quite the same as ‘being attractive to another person’. ‘Avoid needing medication’ isn’t quite the same as ‘losing your kidney function’. And to belabour the point, ‘being treated better’ isn’t at all the same as ‘gaining more self-worth’.

Every reason is different. And now that you’ve listed all the reasons, you can start cherry picking the ones that most appeal to you or your target profile.*

Step 2: Pick three from the list

So how do you pick three? You guess, I suppose. Or you could be more precise and actually speak to a customer and find out which one appeals to them the most—and why. And no matter how you come to the conclusion, you get three from the list.

And your list starts to look like this:

- to feel loved

- to avoid pain/inconvenience

- to avoid feelings of disappointment

Ah, now we have three, let’s move to the final step.

Step 3: Pick one.

Again you can hopelessly guess you’re right, or you can use your customer’s opinion. But no matter how you go about it, you now have one.

- to avoid feelings of disappointment

Notice how different that choice is from Christy’s choice?

Or from what the doc told me? ‘Avoiding feelings of disappointment’ cascades into ‘why the #%$%4% can’t I lose weight no matter how much I try? What’s wrong with me? Why can’t I just stick to one diet program and finally get over this problem once and for all? Why do some others succeed and I keep failing? Why do I get into this stuff and then fall flat on my face again? And surely, surely there must be a way so I don’t start, only to fail again.

Yes, we’re selling a weight-loss product or service

But unlike what they told you, a rose is not a rose, is not a rose. And neither is a weight-loss product. Even though the end result may appear to be the same for the oblivious onlooker, the result is completely different for the client. One client sees the benefit of never having to go near medication. Another starts to get the odd wolf-whistle. And a third feels that sense of disappointment slither away forever.

So there you have it

It’s a simple formula to send out a precise message and get a precise response from the customer. Frame the problem correctly and the customers flock to you. Frame it wrongly and be banished to me-too land forever.
Sean D’Souza is a writer, marketing guru and expert on sales psychology. Read more by Sean on Psychotactics.com

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