Thread by @joe_portsmouth

Want to boost your Copywriting through Storytelling?

It's easier than you think.

This story of 19-year-old Muhammad Ali will show you how: 👇

It starts in 1961:

Sports Illustrated wants photos of the 19 year old boxer who took Gold at the 1960 Olympic games:

Muhammad Ali

The soon to be heavyweight world champion.

They hired freelance photographer Flip Schulke.

Since 1956, Flip has covered:

• MLK & the civil rights movement
• US & European Politics
• NASA Space program

He jumps to photograph the young boxer.

Schulke and Ali meet.

Schulke shows underwater pictures of water-skiing to impress Ali from a story he did for Life magazine.

Schulke thought he was convincing Ali to allow him to take photos.

But he didn't realize Ali was paying attention.

The next day,

Schulke meets Ali mid-training ...in a pool.

He asks: "Why train in water?"

Ali replies: "Oh, I’ve always done this. An old trainer up in Louisville told me that if I practice in the pool, the water resistance acts just like a weight."

Schulke took underwater photos of Ali and sent them to Sports Illustrated.

The photos were rejected.

They said it was crazy for a boxer to train in a pool & wouldn't post the photos.

So, he turned to Life Magazine with the underwater photos.

And got the go-ahead.

Schulke dove into the pool with Ali again.

Spent hours taking several photos.

Until he sees Ali do something unexpected...

Schulke saw Ali standing at the bottom of the pool.

Still as a statue in a perfect boxing pose.

This later became one of the most popular photos in Sports history.

Schulke sends the photos to Life Magazine.

And Ali's Career skyrockets to a house-hold name.

He gets more press & coverage because of his strange training style.

More people attended his fights.

Leading to more prize money.

3 years later.

Ali wins the heavyweight boxing championship.

Schulke returns to photograph him again.

He brings the scrapbook of the underwater photos.

Ali laughs and winks at him.

Schulke asks what's wrong.

Ali tells him:

He made up the underwater training.

He doesn't train underwater.

He doesn't even know how to swim.

Ali fooled Schulke and the world.

And made millions because of it.

How?

At age 19, Ali understood how to use storytelling to sell himself.

He studied his customer (Schulke):

Back in 1961, when Schulke first showed Ali water-skiing photos, Ali noticed how passionate Schulke was about water photography.

So, Ali gave Schulke exactly what he wanted:

Ali targeted Schulke's desire of wanting more water photography.

And fulfilled it with a unique boxing style.

That combination increased the popularity for him & Schulke.

Win-Win.

In a way... Ali was a master storyteller and copywriter:

• He studied his audience
• Understood their desires
• Provided them with a solution

His photo fooled the world.

Boosted his popularity.

Made him a legend.

Want to use Storytelling to boost your business?

Understand your customer before they even meet you.

And give them the story they desire.

Thanks for reading!

If you found this helpful,

1. Follow me @joe_portsmouth for more copywriting and storytelling insights.

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https://twitter.com/joe_portsmouth/status/1687074615070281728

P.S. Want to grow your business with engaging stories?

You'll love my new course: The Storywriting Playbook

I'll help you:
• Capture attention
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