What’s the boy in the runaway balloon have to do with getting better results from your sales copy?

Think back to when you were three or four, maybe five years old…

Did your parents read stories to you each night?

Mine did, as I’m sure many others did.

All those bed-time stories were always so interesting, I couldn’t wait for them to read to me each night. And I think as we grow up, we’re predisposed to listening to a good story.

Which brings me to this…

You may have heard the story of the 6 year-old Colorado boy who held much of the nation glued to their TVs for two hours while watching in horror as a runaway balloon, with the boy supposedly inside, flew 7000 feet in the air for over 50 miles.

One person commented: “For two solid hours, I was completely captivated by this story as it unfolded”.

So you’re asking – “What’s this have to do with writing powerful sales copy that gets results?”


You see, because people love a great story, some of the best sales copy ever written uses a story lead to command readership.

The key when using a story lead is to get the attention with your headline, then hook them with a story that literally captivates them, so much they can’t put it down until they’re done reading the copy.

Once they’re emotionally involved, you can literally persuade them to do what you want, as long as the offer and call-to-action is relevant and powerful.  

So – next time you’re trying to figure out what kind of lead to use in your copy, think about using a great story, and you’ll be pleasantly surprised by the results.

Any thoughts? I’d like to know.

To get more information about writing effective sales copy, about this post, marketing advice, or about my direct response copywriting services, e-mail me or call me at 603-686-5140.

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

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