Telling Stories vs. Bullet Lists: Which is More Persuasive?
In this corner, “Telling Stories!”
And in this corner, “Bullet Lists!”
(“Long copy!” “Short copy!” No, no, you guys aren’t in this one.)
For years now, writers and marketers have argued back and forth about what’s the more persuasive writing method. Many advocate telling stores in your content. Others look to the old stalwart “The Bullet List” to get points across fast.
There’s no way I could settle the entire debate with one blog post, so no, I’m not trying that. I’m just responding to one part of it, in the form of a question:
“Are there circumstances where one trumps the other?”
My response: Yes, there are. It all depends on where and when these methods are best employed.
What Factors Would Make Telling a Story More Persuasive (Or Bullet Lists)?
(Note: This post assumes a B2B audience.)
To hash this out, I’m detailing the persuasive power of telling a story vs. using bullet lists in terms of why an audience reads and what persuasion tactic the method employs.
1. Why An Audience Reads: What’s the reader’s main focus when they arrive at your content? What do they want out of it?
2. Persuasion Tactic Employed: What type of persuasive approach suits this method best? What will compel the reader to act the most?
TELLING STORIES
Why Read: When a reader comes across your story, it’s because you grabbed their interest with your subject. With B2B, they’re usually reading because they have a problem & are curious about you solving it.
Persuasion Tactic: Stories are a great way to emotionally involve others. They persuade via “Liking” – a principle that compels us to say yes to someone if we like and/or identify with them. The easiest way to do this is to admit that you (or your client) had a similar problem to the one that brought the reader. “Oh good,” they think. “I’m not alone here. How’d they solve it?”
BULLET LISTS
Why Read: Bullet lists have been around so long that everyone perceives them as straightforward information on a central topic. If people are reading bullet lists, they’re looking for information on that topic.
Persuasion Tactic: Because of this perception, bullets persuade via authority. We often look to an “expert” to show us the way to go. Using bulleted lists to back up your position/sales point carries the impression that you know what you’re talking about. (Which you’d better.)
When Stories are More Persuasive
When it comes to web content, I prefer using stories in blog posts, homepages, use cases and branding.
Case studies (one of my favorite projects) are pretty much one big story about 1 problem.
Even white papers can take advantage of storytelling. Best place for them is introducing the paper’s solution by giving a real-world example. Like a miniature case study inside the white paper.
When Bullets are More Persuasive
Bullet lists have more prominence (and more weight) in white papers and more content-rich websites. These are resources where readers will come seeking information. Give it straight and give a lot of it. Well-structured for easy reference, of course (that’s what the bullets are for).
These aren’t rules. (If they were, I’d have already broken them years ago.) But the principles are backed up by psychology, illustrious resources such as Robert Cialdini and Copyblogger.com, and my own experiences.
What’s your experience? Which is more persuasive to you? Leave a comment and let’s discuss it.
Does Your Online Sales Approach Match Your Customers’ Level of Need?
How many times have we visited a website when we’re somewhat interested in what they’re offering…only to have it try so hard to sell us we feel like we walked onto a used-car lot?
Too many websites try to act like big ads. In a few cases this works fine (mentioned below), especially if the reader’s need for your product is immediate. Or if it’s a niche audience and their time’s at a premium.
In these cases the need is acute. Visceral. So it makes sense to sell hard-and-fast.
However, that level of need is not always the case. In fact, I think it’s relatively rare online. When I visit a website, it’s for information. That may be information leading UP TO a sale – or it may not.
So I’ve put together four scenarios here, based on this idea:
- Little Need/Soft Sell
- Little Need/Hard sell
- Strong Need/Hard Sell
- Strong Need/Soft Sell
Each of these represents an approach you take in your website’s content (how strong its voice is, if you will), compared to the level of need your reader has while visiting the site. How well does need match up to selling approach? What happens in these situations?
Let’s find out.
1. Little Need/Soft Sell – Promotes Following
Your reader has a low level of need; you’re using a soft-sell approach in your content.
The reader may be here for a little research. Or a link brought him here and he/she isn’t quite sure why yet. The content is a light read. Seems to fit with some things they were thinking about.
They’re likely to bookmark the site, subscribe to email/RSS, or follow you on social media channels.
2. Little Need/Hard Sell – Used-Car Pushy
Your reader has a low level of need; you’re using a hard-sell approach in your content.
If web content tries to sell when there isn’t much need, it’ll chase readers off. It’s doubly worse if the content pushes hard for the reader to buy.
They’ll think, “Woah! Hey, who are you trying to convince here, me or you? I didn’t need this anyway,” and click Back.
3. Strong Need/Hard Sell – Short-Term High Sales
Your reader has a strong need; you’re using a hard-sell approach in your content.
There is a circumstance in which hard sell outperforms soft. That circumstance is the single-page online sales letter. You’ve seen these for things like specialized training programs. They’re popular with healthcare products too. These work because they’re hyper-targeted, usually sell one thing only, and do so (typically) for a short time.
Other circumstances though? If you can demonstrate value right away (and a lot of it), this approach can work. Otherwise…bye.
4. Strong Need/Soft Sell – (Many) Confident Buyers
Your reader has a strong need; you’re using a soft-sell approach in your content.
Now there’s something interesting I’ve found…
With little need/hard sell – i.e. you’re pushing something hard when people are just on your site for information – the content often fails. But with soft-sell content, the content succeeds regardless of the level of need.
If I visit a website with a product I’m a little curious about, and the site doesn’t push a hard-sell at me, I’ll remember it. It fits my future need. It forms an impression in my mind.
If I visit a website with a product I really need, but the site soft-sells me? I appreciate that they’re not pushy. It projects confidence. I think, “Wow, these guys must be confident in their product. I should get this one.” An even better impression forms in my mind. And so I buy.
Soft-Sell Wins Out Online
Content is, way too often, the last thing considered when building a new site or working up marketing campaigns. Sometimes when it’s last-minute, businesspeople will write from a hard-sell approach because they don’t have time to work on more finessed content (or to hire a writer).
Going for a soft-sell content approach, taking the extra time to portray your website as a confident educational resource instead of an ad? You’ll get a better response every time. Why? Because you’re finding out your customers’ level of need, and building a sales approach that matches it.
Which selling approach do you prefer? Comment about it.
You Can’t Create Need
Maybe I’m a little off on this one. But according to behavioral research I’ve read, and how much better my content works when I (and my clients) keep this in mind, I believe…
You can’t create need.
You can only be there when need arises.
Think about some of the websites you’ve read. Maybe you found a site that sells a software app. It’s a solid app. You like the look; it has all the capabilities you’ll want; price is reasonable. It’s a good buy.
When you need the app. Which, let’s say, isn’t right now.
So what do you do? You bookmark it for later. Later on when you do need the app, you come back and order it.
Website Content Responds to Need
Did the website do its job? That depends. Was its job to sell the app to you RIGHT NOW no matter what? If so, then no it didn’t.
Was its job to sell the app at all? Then yes, it did.
Because you REMEMBERED it when the need arose.
Good website content is persuasive. But it shouldn’t be “BUY THIS RIGHT NOW DON’T WAIT YOU’LL BE SORRY” persuasive. That’s an ad’s job. Website content works better for forming an impression in the customer’s mind.
Sometimes the need is right away. Other times it’s not. Effective websites are those that realize you can address customer needs now and in the future – without screaming at them in the content.
Take a look at your company’s website. Is it either:
–Trying to force a product/service need into existence?
OR
–Responding to a need that already exists?
(Hint: The second one’s easier.)
In my next post I’ll discuss 6 types of need website content can respond to.
What do you think – could you really create need out of the blue? Leave a comment with your thoughts.
