Simple E-commerce Stories - How To Tell Them shares storytelling secrets such as how details create trust & why a little romance in About copy is good.
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Ecom Revolution
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December 5, 2014
New E-commerce Must Tell Stories The Marty Smith @Paper_li Interview w/ @cendrinemedia
Martin (Marty) Smith
Two years ago, we published a two-part post on social media marketing safety with Internet marketer, curator, cancer survivor, entrepreneur and Friend of Paper.li, Marty Smith. 
Specialized Roubaix 52 cm - SL2 w/ Mavic Ksyrium SL Wheels (tax deductible) in Sporting Goods, Cycling, Bicycles | eBay
Martin (Marty) Smith:
A Martin's Ride Story When I listed the Specialized SL2 purchased after Martin's Ride in anticipation of another cross continent ride (Canada and that ride probably won't happen) I discussed the FACTS and FIGURES associated with this amazing bicycle.
I will chime in to endorse the idea that story makes the sale more than just facts and figures on eBay. (Full disclosure: I've had an eBay account since 1999 and spent 13 years working for the company.) Over the years, the most memorable items on eBay have been those with great stories attached. Does anyone remember Wedding Dress Guy? weddingdressguy.com/original_ebay_ad/ebaylisting.html How about the Virgin Mary on a Grilled Cheese Sandwich? http://www.goldenpalaceevents.com/auctions/grilledmary01.php These and other items over the years went viral mainly because of the unique stories that went with the item (lots of wedding dresses are sold through eBay). Anyone selling that same model of bike can cite the same facts, figures, diagrams and endorsements, but only you can cite your unique experience with that specific bike, why you bought it, and why you're letting go of it. During the early years of eBay, almost every item description was a story ("My Dad's fishing lures…" "My mother's favorite crystal set…"). As eBay has evolved and mass marketing has taken hold, much of that has fallen by the wayside in favor of pre-written product descriptions. While SEO is important to help buyers find specific items they want, telling a unique story about an item will really make that item stand out. 
I selected this article from copyblogger because it delivers, it's simple, straightforward and right on the money!
Here's an excerpt:
"I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads
** no clear call to action **lame bullets **weak offer
For example:
"Nothing in the movie "Top Gun" told you to buy Maverick’s brand of sunglasses or join The US Navy. Yet, the movie “sold” both products to hordes of people.
**So, how do you apply this to your marketing?
1. The personal story This is one of the most common landing page stories.
**This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.
2. The historical story
**This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore.
3. The “meet the guru” story **This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.
**These suggestions have proven to produce results, he gives more examples......
Curated by Jan Gordon covering "Storytelling, Social Media and Beyond"
Read full article here: [http://bit.ly/yVmlNV] |
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Martin (Marty) Smith
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