People buy the things they do for a number of reasons. One of those reasons is that the company making the sale knows how to tell a good story.
Although your booklet is probably a work of non-fiction, you still need to be able to tell a good story. Stories are what capture people’s interest. Stories also give people a way to connect with your booklet.
The Betty Crocker Story
One of the most famous stories is that of Betty Crocker. Betty Crocker is not and has never been a real person. She is the fabrication of General Mills. Her birth came about as the result of a clever marketing ploy. The company asked people to fill in a crossword puzzle and send it to them for a promotional item – a small pin cushion that resembled a bag of flour.
Along with the completed crossword puzzles, the company also received letters asking for cooking advice. The company’s advertising director decided to answer the letters, but he felt a little uneasy about signing his own name to them. Why should housewives listen to him? So, he came up with the pseudonym Betty Crocker, and the rest as they say, is history.
Betty Crocker went on to become one of the most famous advertising icons the world has ever seen. She was, back in the 1930’s – 1950’s, the Dear Abby of her day, answering not only questions about cooking, but also about budgeting and even dating. She created a story behind the cookbooks, and for a while even had her own radio show. Today the name Betty Crocker presents a wholesome image of a mother preparing nutritious meals for her family – meals that are made with love.
Kiehl’s – A True Story
Not all stories are created. Some stories are true. Kiehl’s is one company that tells a true story. Established in 1851, Kiehl’s creates natural skin and hair care products. Their story is simply that they are a historical, family founded store that is dedicated to quality and customer service. Their website has a historical feel to it which lends itself well to that feeling of nostalgia and tells you this is something special.
If you would like to see the Kiehl’s website for yourself, you can visit it at http://www.kiehls.com.
Stories And Booklets
Just like Betty Crocker and Kiehl’s, you need a story for your booklet. If you’re writing non-fiction, your story should probably be true, and should reflect your reason for writing the booklet.
For example, if you’re writing a booklet about weight loss, your story might be that the ideas in the booklet helped you lose 50 pounds in 16 weeks. Or, if your booklet is about traveling on a tight budget, your story might be about how you have traveled to exotic destinations for a mere fraction of the normal cost.
Your story doesn’t have to be elaborate. It just needs to be believable and it needs to relate to your booklet. People will look for a way to connect with your booklet. If they make a strong connection, if they feel something about your story, they are much more likely to buy. If not, they’ll be onto the next thing.
There’s a fortune in your story. Make sure you tell a good one!
To your riches!
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