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Freelance Copywriter Secrets: How a Top Salesman's Secret Can Improve Your Copywriting
A freelance copywriter should be ready, willing and able to steal
ideas at the drop of a hat. Which explains why I got so excited when I
read about a top insurance salesman who revealed why he was his
company's top producer.
Here is his idea that is really worth stealing:
"I didn't go to college and I can't quote the important clauses
from a policy, but I can scare the wits our of those I call on with
what happens if they are not insured.
I've collected what I call my "terrible tales" - real-life horror
stories of those who didn't have insurance, stories that would curl
your hair. I have everything from crying widows to homeless orphans -
all because there was no insurance.
I had a 3x5 card file on every sob story or funny tale that I ever
read about or heard in reference to not carrying insurance. Some would
bring tears, others laughter.
My son-in-law is now in the insurance business. As I told him,
"all you need is a story a day to sell." (from Speak Like Churchill,
Stand Like Lincoln, by James Humes.)
Stories have astonishing power. They can be used by politicians and
preachers to make a point, they can help us remember a class lecture
decades after graduation, and they can help us sell.
You can become a better, more persuasive copywriter with a collection
of stories. Collect stories about your customers, and collect stories
about people who didn't have your product, but should have. Gather
customer feedback, reports from salespeople in the field, testimonials
and customer complaints. Go even further and clip newspaper stories,
Dear Abby columns and letters to the editor and even jokes.
All of these things will help you write better copy. As your collection
of stories grows, so will your ability to weave them into your copy.
freelance copywriter, copywriting tips, white papers, rainmaking tips
COPYRIGHT(C)2006, Charles Brown. All rights reserved.
Charles Brown is a Dallas, Texas based freelance copywriter who writes
web copy, advertisements, white papers and direct mail. Read his
"Freelance Copywriter Secrets" at dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.
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