In my last post, I used a story to illustrate that storytelling (which is the most powerful copywriting technique) is also perfectly suited for highly effective blogging.
The story wasn’t straightforward. It instead provided clues to the answer in the links, the ending, and by using the technique itself to provide the clues.
Some people loved it.
Some people didn’t get it.
To the extent some people didn’t get it, it’s my fault. Or more appropriately, it’s because I didn’t tell a story that would connect with everyone.
From a copywriting standpoint, some might say that this story failed, because by its nature it didn’t spell things out clearly. Others might say that because it provoked a passionate response in those who did get it, the story was the type of copy you should always try to write.
As long as, of course, you tell the right story for the people you want to sell to.
In my case, I wasn’t selling anything, other than a point.
It’s long been the case that watered-down copy that tries to appeal to everybody ends up appealing to nobody. The same is true for stories. And since stories make for the best copy, a compelling story in many cases will simply miss the mark with lots of people — and that’s OK.
In a Long Tail world, it’s never been more crucial to understand this.
From a blogging standpoint, I feel that the post was a success. People responded to it, and that’s what every blogger should be hoping for.
The people who got it were enthusiastic.
The people who didn’t get it truly wanted to know the answer.
So here’s the point of that last post, in clear and unambiguous language.
Want to have a blog that does nothing but link to others?
Want to have a blog that contains uninspiring filler content to “improve the SEO” of your main website?
Want to have a blog that engages your readers on an emotional level, scores no-cost links and traffic, and takes your business to an entirely new level?
Tell great stories.
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