A Tale of 5 TopSheets: Using story to sell

A Tale of 5 TopSheets: Using story to sell

Deanna Ladret

Now that we’re all being regularly inundated with salesy crap in our inboxes on the daily, it’s become increasingly difficult to create compelling marketing collateral.

Aside from the sheer volume of content we’re delivered, the usual toolkit of trick psychology is losing its effectiveness as people wise up to the ruse.

For example, let’s look at the old chestnut of creating a hyped-up sense of urgency: TIME IS RUNNING OUT!

No, it’s not. In fact, I have a hunch that if I don’t check out RIGHT NOW, you’ll send me a 20% off promo code in a week to entice me back (nice try fashion retailer, I’ll wait for the free money)!

Or, how about the peer pressure technique: Look how many of your friends on Facebook like this! I think we can all agree that’s an ugly widget that nobody pays attention to anymore.

Body shaming and retouching? Both increasingly met with unprecedented backlash…the kids are onto us and our Photoshop tricks! It doesn’t fly anymore.

It’s time for some new ideas.

People need new ways to connect to brands, and as a marketing agency, we’re always trying to figure out how to get our clients noticed. I’m probably not supposed to say this, but…does the world really need another sales topsheet?

So, when our faithful client eBillity needed…you guessed it, 5 sales topsheets to give to Telstra agents across Australia who would be promoting Time Tracker to their business customers, we set to work trying to think of ways to make it fun. There had to be a way.

Right?

Using an old model to tell a new story.

We could comb through psychology research looking for cutting edge ways to manipulate the human brain, or we could throw back to simpler times.

We’d been playing around recently with how we can use the traditional Story Arc to create more compelling assets for our clients. Could we tell what’s called an ‘origin story’ for Time Tracker and make it a quick, fun read? Have a look at photos from our process to see for yourself.