Thread by @GrammarHippy

Storytelling is the driving force behind copywriting.

But you probably never noticed…

How Hollywood controls your attention using storytelling…

And how world-class copywriters do so too:

>>> A Thread 🧵 <<<

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
• they’re interesting
• they evoke emotions

Etc. but there’s more:

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

1. Stories create empathy
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 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 creating 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”..

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 the WHAT.
What happened.

See the difference?
Hollywood is using this ALL THE TIME.

Just think for a second of “money heist”…

The Netflix series.

Notice how they play with your brain.

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

But that’s what makes it so great.
It’s VERY difficult to do.

And 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…

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. 👇

If you want me to write a thread about how to write stories…

Vote with your Retweets.
If we get enough for me to feel like it’s an interesting topic for you…

I’ll write it.

Here’s the summary:

Hollywood stories framework

• Stories create empathy
• Stories remove objections
• Use Hollywood’s “How” or “When” framework to control attention
• Understand the market-fit to know which one to choose

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https://twitter.com/GrammarHippy/status/1446811730357760001