How to write good copy…
Tell a story.
When you tell stories, you speak to the entire person, not just their conscious.
The audience puts themselves in the character’s shoes.
The following is fictions example
Tell a story.
When you tell stories, you speak to the entire person, not just their conscious.
The audience puts themselves in the character’s shoes.
The following is fictions example
Remember the format:
Character:
Problem:
Guide:
Plan:
CTA
Result:
If there is no problem, the story is not worth telling...
Character:
Problem:
Guide:
Plan:
CTA
Result:
If there is no problem, the story is not worth telling...
Character: Nichole is a marketing manager for a SaaS startup.
Problem: Due to cut backs and the pandemic, she lost her two marketing associates and became a team of one.
The company went from a staff of 20 to a staff of 5 with no official sales team, and it was up to her to market the company and drive sales.
The company went from a staff of 20 to a staff of 5 with no official sales team, and it was up to her to market the company and drive sales.
Guide: In a state of desperation, she turned to her network for some guidance.
An old friend from her college days saw the plea for help and connected her with Jordon, a marketer that specializes in email marketing.
An old friend from her college days saw the plea for help and connected her with Jordon, a marketer that specializes in email marketing.
Plan: After several conversations, it was determined that she had a big enough list of potential consumers that if she adjusted her approach, sales would start to increase.
Jordon worked with Nichole to develop a series of stories that connected with the audience.
Jordon worked with Nichole to develop a series of stories that connected with the audience.
CTA: Jordon invited Nichole to stop sending emails out that focused on facts and benefits and implement the newly developed, story-based strategy.
Nichole’s entire career was on the line.
This was the only option she and the company could afford.
Nichole’s entire career was on the line.
This was the only option she and the company could afford.
Result: The first series of emails went out, and nothing happened.
She kept the course.
The second series went out and she noticed a bump in traffic.
The third series went out and she noticed sales starting to increase.
The stories worked. The company recovered/grew.
She kept the course.
The second series went out and she noticed a bump in traffic.
The third series went out and she noticed sales starting to increase.
The stories worked. The company recovered/grew.
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