Revelatory

[revelatory] /rev-uh-luh-tohr-ee/. adj. Pointing out or revealing clearly.

Have you ever sent out an email promotion or a sales video, only to find it has generated ZERO sales?

revelatory narrative in online selling

Well don’t fret, because you are not alone. Even big online businesses struggle to get good response to their promotions. Mainly, that’s because the internet is a passive selling medium, where target prospects are free to lose interest and abandon a sales message at any time.

The easiest way to keep a prospect’s attention the whole way is with a Revelatory Narrative.

Online sales messages usually fail when they follow a sequence that is predictable to the target customer. Predictable has the nasty effect of being boring since it leaves little reward for the viewer to stay and receive the entire pitch.

That’s why online sales experts use narratives or stories to dress up their sales message.  In fact, you may already be using narratives in your sales process today. But not all narratives are equal…

 

Where else have you seen Narratives used before?

We commonly experience narratives in entertainment; for example, in movies, television shows, plays, and so on. Although the Revelatory Narrative is a sales technique, it is used in all successful entertainment.

Merriam Webster defines the word Revelatory as, of or relating to revelation; serving to reveal something.

So think about some television shows or movies you may have seen in the past. Now if we were to toss the infamous term “cliff hanger” out there, you’ll know what we’re talking about. Right?

A cliff-hanger is usually a lie.

The writers determine that they will give viewers a false perception that something is true when it is not and cut off the story there. Usually the false perception is something dramatic, like an important character is about to be killed…or a trusted character performs a horrible action.

When the show returns after a commercial break or in the next episode or season, then the truth is told and the audience breathes a sigh of relief.

 

A revelation, on the other hand, is a truth.

Smart story-tellers, will uncover the truth after a lie. They start by giving limited information that skews the audience’s perception and causes them to make incorrect initial assumptions. Gradually, the story-teller gives to the audience more context which in turn causes them to update their assumptions and re-evaluate what they believe may happen next.

Predictability is DESTROYED!

This forces viewers/listeners/readers to interactively participate in “un-pealing” the truth. A combination of their curiosity and the mini-revelations along the way make them engage with the story on deep levels.

The result, for the audience, is a magical journey of discovery not unlike a hypnotic trance. Good luck trying to break them out of it!

 

So, why is Revelatory Narrative so cool for Online Selling?

Because it draws you into the message, deeper and deeper, and holds your interest the entire time, making you curious about what’s going to happen next. So you continue to watch, or listen, or read, constantly seeking the next tidbit of information and practically dying for your answers to be revealed to you.

And here’s the Cool part…

Revelatory Narrative in YOUR sales letters, emails and videos will keep your prospect’s eyeballs literally glued to the screen!

And the longer their eyes are fixated on your story, well, the more you can underhandedly sell them, and the more your audience becomes emotionally connected to whatever you’re selling.

Guess what happens next?

 

They just can’t wait to buy whatever you are selling, plain and simple.

Best part is, because they have such an emotional experience interacting with your promotion, they may be compelled to run out and tell all their friends about it as well.

Now, the next time you’re sending out a promotional email or drafting a sales letter, remember what you learned here today. Use a little Revelatory Narrative in your messages, and see how it boosts your responses, where before you might have had none.

 

Author: Ken & Melisa West

Ken & Melisa have nearly 40 combined years of professional experience in talent management and team leadership at multiple Fortune 500 companies.

6 thoughts on “Revelatory”

  1. Ken & Melisa,

    What a great article! This is something that I never thought about.

    I’m curious to know how do you incorporate revelatory narrative in video marketing? I seldom see anyone telling stories in their videos. This would be an interesting way to be very different in the marketplace.

    -Toni

  2. A little bit of story-telling can go a long way…

    The sad thing is, a lot of people don’t really know how to tell a good story. They are damn good at copywriting, but when it comes to connecting to people on an emotional level? That’s taking copywriting to the next step.

    “Revelatory writing” is the way to go, great post Ken & Melisa! :)

Leave a Reply

Your email address will not be published. Required fields are marked *