stories can be adapted to fit many businesses and goals when a coffee shop
tells the story of how they support the local community for example readers
learn that their purchase does something positive for their neighbors if a
consultant tells a story about how he grew a client their sales by 500 percent
and we're able to put their kids through college the reader might have faith that
they can do the same in this video I want to teach you how to bring stories
into your copywriting as a way to keep readers interested
remember your client or business and feel motivated to take action
so first let's talk about why stories sell well mainly they appeal to emotion
let's quickly review the five basic parts of a story when you consider all
of these five parts in your copy you can bring emotion into your words so the
first part is something called the exposition now this part of the story
sets the scene and establishes what characters are going to be in the story
when you're reading or writing the exposition keep in mind that you want to
draw your readers in and keep their attention part two is the rising action
this is where the tension starts to build and the problem comes into play
are the characters looking for something have they been invited to an event that
could change their lives do they set off to a mission to improve their sales step
number three is the climax the story has come to a peak the characters have found
what they're looking for and the event is here or the characters sales are
finally kicking off this is a big moment in the story and should release the
tension built in the rising action part number four is the falling action and
this is the part where the big moment has come and gone and now it's time to
wrap up any loose ends in the story you can also answer any questions that your
readers might have during this part of the story and lastly is a resolution the
resolution is simply the end of the story when you're writing the resolution
think about the way that you want your readers to feel well they feel happy
that the characters have found what they're looking for
sad that the events did not go as planned or motivated to use the same
techniques that the character did to improve his sales whether the story is
placed in a blog post a novel or even a text message it can evoke powerful
emotions that keep the readers interested throughout the entirety of
the story also something else about stories is that they're easy to remember
now statistics and data have their place but unless they are particularly
powerful they won't be stored enough into the long-term memory a good story
however can stay with you for long periods of time the emotion we feel when
we consume a good story helps our memory keep it with us for longer periods of
time according to evolutionary psychology we remember stories because
our brain can encapsulate a lot more data about something that happened
that's important instead of just remembering pure facts stories are
emotional and are usually easy to remember because if
our brains are wired to remember them stories also help spread the word of
mouth the world's best stories have been passed down for generations people love
to tell stories to their friends their families and their colleagues a great
story may be told that every family gathering or work party and if you can
come up with a great story to tell your customers they'll pass on the word also
word-of-mouth advertising is one of the best way you can reach potential
customers or clients and gain their trust for a very small cost now for the
rest of this video I'm gonna give you four tips on how to bring stories into
your copywriting number one is to make the story relatable whether you are a
BuzzFeed listicle addict or a stand-up comedy fan you know the power of
something called relatable content if this story ties in to your product or
brand relatable content will help readers place themselves in the story
when a stay-at-home mom reads a story about a college student with three jobs
enjoying a product they might not automatically jump to make that purchase
but when a stay-at-home mom sees another stay-at-home mom enjoying a product she
might be intrigued and see herself living a similar story cinema two is to
keep your story consistent stories need many key elements including characters
and settings but remember building the world and introducing the characters of
your story can take time and you may have to tell this story through many
different platforms and marketing materials so don't confuse your readers
or people who may not be familiar with your brand instead keep your story
consistent consistency and repetition will help the story become more
memorable if you want to tell different stories with different types of copy
keep your characters or the setting the same a recognizable mascot for example
can help bring readers back into your story with every piece of copy they come
across tip number three is to pull from real-life stories don't have to be
fanciful or even require a whole bunch of creativity
honestly testimonials and stories about your customers journey can be a great
excellent story the story has already been written your customer had a problem
or a need and they found a happy ending with your products or your brand these
are the stories that can be told time and time again through many different
types of copy something else called the soap opera sequence from russell brunson
some secrets book is a great example of a story that can be told to readers
throughout copy now this email sequence is a dramatic story broken up into five
parts written with the intention to draw subscribers in and give them a reason to
keep opening future emails testimonials can be a great type of soap opera and
lastly tip number four is to think about the medium the copy you use to tell a
story in an email sequence will be very different than the copy used to tell a
story in a brochure visual content can tell a story alongside written copy and
vice versa as you start to create stories with your copy think about how
the story may translate when it's on a billboard or blog post or maybe
even record it as a promotional video if you really want to learn about
copywriting and creating great stories here's a little story about myself I've
been wanting to learn about copywriting for a long time now and after realizing
that the good copywriting courses I've been coming across are really expensive
and I also know that you guys want copywriting tutorials too I actually
decided to research and put together a copywriting kit for those who are
interested now if you want my kit of videos about mastering your copywriting
skill and earning money online using just different words check the link in
the description because my training spots are almost filled up if you can't
get in for the launch price and really want to get the training email me a
practical psychology tips at gmail.com and I'll see if we can't sort something
out to fit in another spot because I know this training could help you but
only if you're interested anyways I've got two practical tips for the advice in
this video just like I do on all of my copywriting training videos so practical
tip number one is to practice storytelling tell the story of your day
but Center it around maybe just one product how did your morning coffee fuel
your day how did your bike take you to all the places that you had to be now
the product doesn't have to be blatantly featured but it should be mentioned and
practical tip number two is to choose three media and adapt the story for
different lengths in different formats how can you tell the story of your day
in an email sequence and a blog post through a tweet maybe even on snapchat
hope you guys enjoy this video and thanks so much for watching