Use This Gary Halbert Technique For More Eyeballs On Your Copy

If you are a beginning copywriter and you want a quick way to make a splash in your marketplace, you can use this seldom-used trick from world-famous direct marketer, Gary Halbert. Read on to find out more.
The big trick is to tell a story using the product as a solution to the hero’s problem. Gary called it “a star, a story, a solution.” If you create a story early on in your copy, where you introduce your audience to the hero, then you tell a story where the hero gets in some kind of trouble, or has a problem, then you sum up the story with a solution. The solution to the problem is, of course, going to be the product for which you are writing the copy.
In order to get the story, you can tell how it was made. Tell the tale of how the scientist discovered the formulation for this certain weight loss drug, or how the housewife developed a new invention in her spare time, while taking care of her family. The more the person reading the story can relate to the characters in the story with a “hey, that’s just like me” attitude, the longer you will keep them interested in the copy. If you do not have a real story to tell, make up a hypothetical situation, where there are no actual characters but you get your point across with something that is like a fable.
The reason that stories are so good in copywriting is because people remember the details when they can put it into a picture in their head. Look how powerful an urban legend can be. After hearing it once, most people can remember all of the details. Contrast that with a list of benefits about your product, or technical information. It just goes in one ear and out the other. By putting all of the major selling points of your product into a story format, you will have a much better chance of creating a lasting impression on the customer’s mind, and eventually turning that impression into a purchase decision.
By using the power of a story you can re-write weaker copy, or turn a dying product into something that is a hot seller. If you can bring the power of the product into the prospect’s life using the power of a story, you have a very good chance of closing the sale.