From the course: Sales: Business to Consumer Online Sales
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Where do I start with my website copy?
From the course: Sales: Business to Consumer Online Sales
Where do I start with my website copy?
- Once upon a time... And with those four simple words, most of us learned how to live and move in the world. Why? Because as a species, humans are wired for story. Stories are how we make sense of the world. Think about it. We spend the majority of our waking hours telling stories of how our day is going, or by re-telling stories in our minds about regrets we can't change or creating fictions in our head about things that may or may not ever happen. We even do it when we're not awake, because what are dreams if not stories we tell ourselves while we're asleep? So if you want to sell anything on your website, don't try to sell your product. Tell a story around the problems that you solve. Let's take a quick look at three examples of great story ads that have been viewed millions of times online since they first aired. First, there's Dove's sketches ad, where a forensic artist made two sketches of women, one based on the woman's description of herself, the second based on someone…
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