What is the benefit of Storytelling in copywriting?

Storytelling is the driving force behind copywriting.

Photo by Mike Erskine on Unsplash

But you probably never noticed this:

Hollywood controls your attention using storytelling…

Photo by Nathan DeFiesta on Unsplash

And world-class copywriters do so too:

If you’re new to copywriting you might think…

What’s so great about stories?

And there are many things “normal people” know about:

  • Stories get attention
Photo by Shelby Miller on Unsplash

• They’re interesting

• They evoke emotions

But there’s more:

Copywriters who understand persuasion also know two more things about stories:

  1. Stories create empathy
Photo by Tim Marshall on Unsplash

2. Stories remove resistance

Look. It’s simple:

If I say “you’ll lose 20 pounds” — you might object…

But if I say “Sally lost 20 pounds” — there’s nothing to object to…

And still — the thought has been planted in your mind.

So think of stories as saying ANYTHING you want without turning up the “danger” sign in the reader’s mind.

But stories also create empathy.

Which is just as important.

Here’s why:

When you know your reader you know what he or she likes… Or dislikes. What he’s afraid of. Or desires to get… If you use all those elements in a story… You can “fly under the radar” which creates empathy and trust. With zero objections. So…

Think of stories as a way to persuade but on steroids.

Smooth sailing.

No bumps on the road.

But you should also know that HOW you start your story affects the rest of it.

And this is what most copywriters don’t understand.

But Hollywood does:

If you start your story (sales page) with this headline:

“How I got 3,500 followers on Twitter in 3 months”..

Photo by Edgar Moran on Unsplash

What does the reader want to know?

The HOW. Right?

How it happened.

Which is very different than starting a story with this headline:

“I aimed to get 3,500 followers on Twitter in 3 months. Oh boy was I wrong…”

In this case the reader doesn’t want to know the HOW.

He wants to know WHAT.

WHAT happened.

See the difference?

Hollywood is using this ALL THE TIME.

Just think for a second of “money heist”…

Photo by Ayiman Mohanty on Unsplash

The Netflix series.

Notice how they play with your brain.

Sometimes making you curious about the “how”… and sometimes of the “what”.

But that’s what makes it so great.

And it’s VERY difficult to do.

That’s why I wouldn’t suggest mixing the two in the same story. EVER.

Unless it’s a HUGE project that will take months and is projected to make millions.

Then? Maybe.

If needed.

But here’s the important point:

Always remember to keep the story flowing.

Make sure the way you start your story (sales page) leads it throughout all of it.

And…

That one logical step leads to the other.

The moment your story gets interrupted with a “by the way”…

You’re done.

Your reader is no longer a reader. They become a scroller. And not on your page. But back to their social media or email inbox.

So make sure to do this:

Read your story out loud. Read it to someone who’s willing to listen.

Look at their facial expressions.

If it ANY point they get confused…

You’ve f’ed up.

Your story got interrupted. And you lost your attention.

Stop here. Find the breakup. Rewrite it.

Does it make sense? Also…

Make sure that you understand the offer and audience relationship. Also known as “market fit”. But not only if there’s a fit but also how the audience approaches your offer. That’ll help you understand whether to go with the “what” or the “why” approach to lead your story.

Summary:

• Stories create empathy

• Stories remove objections

• Use Hollywood’s “How” or “When” framework to control attention

• Find breakups and rewrite.

• Understand the market fit to know which one to choose

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Malik Rizwan

Malik Rizwan

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