Do you struggle to write great sales copy?
If you’re like me, and you find sales copy writing difficult, then you may be interested in this approach that I discovered a couple of years ago, thanks to my mentor and coach.
Basically he introduced me to a methodology that is widely used by film makers, writers and marketers which is heavily based on using the power of story in your sales copy to create empathy and interest.
The methodology I’m referring to is something that is known as The Hero’s Journey, which arose from the work of a man called Joseph Campbell. It was first described in his book “The Hero With A Thousand Faces”.
Campbell was an American professor, writer and story teller (orator). His work revolved around the study of mythology, comparative religion and many aspects of the human experience.
So, how does The Hero’s Journey relate to writing great sales copy?
So, how does The Hero’s Journey relate to writing great sales copy?
First of all, let’s take a look at the overall structure, or story flow that can be used when writing your sales copy utilising The Hero’s Journey.
Steps In The Hero’s Journey
Following are the stages in The Hero’s Journey
- The ordinary world and your character – the hero (your client)
- The call to adventure – the hero has a problem
- Refusal of the call – resisting taking steps to fix the problem
- Meeting the mentor (you) – you call them to action
- Crossing the threshold – the client starts doing the work
- Tests, allies, enemies – they encounter problems, you help them
- Approach the dragon’s den – major obstacle ahead, the final challenge
- The ordeal – confronting the major problem
- Seizing the treasure – overcoming the final challenge
- The road back – reflecting on what’s happened
- Resurrection – the hero is a new person as a result of these experiences, high self belief, confidence, growth
- Return with the boon – you help the client achieve success
Watch the video below to see how stories are told using this format:
Ideas For Using The Hero’s Journey In Your Sales Copy Writing And Marketing
To repeat, the idea is when writing your sales copy to incorporate the hero’s journey story with your client being the hero of the story.
In this story, you are the mentor or ally that appears to initially encourage them to cross the threshold and begin to deal with their problem/s (all of which you will itemise in the story).
Your story will also itemise how you, the mentor, help them overcome their challenges.
You will also explain exactly what the success is that they are going to achieve as a result of the combination of your help, and the actual work they do to reach their goal.
When you have written this story, virtually every step in your sales copy is an extraction of all, or some part of this hero’s journey.
For example:
- Your call to action is calling them to let you mentor them
- You as the mentor will lead them through the entire process
- You lead them through the trials, tests, ordeals
- They come out at the other end with success, the boon
On the home page of your website, your mission statement could be created as follows”
“We help (ordinary world people) cross the chasm to success by guiding you through the (trials, tests, and dragon’s den).”
How To Write Great Sales Copy Using The Hero’s Journey – A Possible Outline
Your sales copy could be constructed along the following lines:
- Outline your client’s current problem/s
- Expand on the trials and tests they’ve been experiencing
- Explain part of the problem why they haven’t achieved success is because they’re trying to do it all by themselves
- Point out some of the things you know they have already tried with still no success
- Explain more of what they’ve tried without success
- Highlight the reason for their lack of success – the chasm is they’ve put everything into it, but they are now out of clues.
- Explain there is a missing link. In order to achieve the success they want (financial success, relationship success, health or weight loss success)….they need a guide to help them cross the chasm (you)
- Tell your story briefly – you’ve been there too (or explain how you have helped others cross the chasm)
- Then outline how you’re going to help
- guide you step by step
- simple lessons, step by step, exactly what to do (the chasm items but this time from a successful outcome)
- tell them it will be hard, challenge them…..are you up for the challenge, willing to work hard, do the lessons etc
- Then, outline the reward….exactly what success looks like, how their life will be changed, how they’ll go from where they are now to where they want to be
- The question – what would this be worth to you to be led through the dragon’s den, if the results happen by using you, and paying your fee
- The question – what would happen if you don’t do this
- Reinforce the transformation you’ll take them through
- Ask for the business
The Hero’s Journey And Online Marketing – Summary
When you take the time to really unpack each of the stages in The Hero’s Journey by writing a story with your client as the hero, you will begin to understand there are so many ways the hero story can be used in marketing your business. This can be especially useful in helping you to write compelling sales copy.
Hopefully this article has given you a few ideas about how to get started using this approach in developing your online marketing strategies.
You might also want to check out my blog article on “how To Write A Sales Letter” which also includes a link to a helpful copywriting swipe file.