Back in 2020, I bought a very expensive course on email copywriting from legendary copywriter – Matt Furey.
One of the main lessons he taught was the power of storytelling in copy.
He explained that the best way to write money-making emails, extremely fast, is to start each email with a story.
I’ve taken this lesson to heart and expanded upon it…
Almost every piece of copy I write, for my clients and myself, has at least one persuasive story baked into it.
Especially my emails and blog posts (if you read my blog posts or are subscribed to my daily email tips, you know this already.)
Not only does storytelling make copy more enjoyable to write but it also makes your writing MUCH MORE PERSUASIVE.
You see, telling stories is one of the most effective ways to grab your reader’s attention, have them hooked on every word you write, and sell your products & services.
For some reason, storytelling is kind of a lost art amongst copywriters.
However, if you are able to tap into the persuasive power of storytelling, you will blow away competition and be able to charge as much mula as you’d like.
But…
First…
You must know HOW to tell the right kind of stories.
Stories that are designed to sell.
In this post…
I’m going to cover what storytelling is in copywriting, why storytelling is a MUST-HAVE SKILL for copywriters and the 5 most persuasive types of stories to sell more products (examples included).
What is Storytelling in Copywriting?
Storytelling in copywriting is a powerful persuasion weapon that goes far beyond features and benefits.
It involves weaving a narrative that engages and resonates with your target audience on a deeper level.
An emotional level that pulls your readers in and makes them feel a personal connection to you and your message.
Storytelling in copywriting is about creating a journey for your audience.
It could be a story about the creation of a product, how someone in your market overcame a BIG obstacle or the life-changing impact your product has had on a customer's life.
This narrative approach adds a human touch to your copy, making it more relatable and memorable.
Picture this…
You take on a copywriting project selling a new fitness app.
You could write about its features & benefits (most copywriters would).
But instead…
What if you told an inspirational story?
An inspirational story about someone who was severely overweight, had low self-esteem and faced a whole slew of life-threatening health problems…
BUT…
Then…
A miracle happened…
They lost 100 lbs and are now in the best shape of their life.
What happened?
They discovered your fitness app.
Think that would be a more effective way of selling your fitness app than stuffing features & benefits down your readers’ throats?
(Like every other company does)
When you take your readers on a relatable journey that taps into their emotions, psychology and personal experiences, you will transform your copywriting skills (and your customers’ lives).
Are Copywriters Storytellers?
They should be!
If you’re not already telling stories in your copy, you are leaking GIANT ponds of money.
Telling stories in your copy is one of the easiest, most enjoyable and most profitable ways to write copy that sells.
The best copywriters of all time are master storytellers.
If you study great direct response ads, you’ll find that almost all of the most successful ads told engaging and persuasive stories that their readers could relate to and identify with.
Why Storytelling in Copywriting is EXTREMELY IMPORTANT
Believe it or not…
A persuasive story, told to the right market, at the right time, can have a bigger impact on making the sale than ANY OTHER element of copywriting.
Why?
Because we are hardwired to be persuaded, entertained and educated by stories.
It’s in our DNA.
Stories are how humans have communicated with each other for THOUSANDS of years.
Even the top memory training courses and books tell you to put complex things, you want to remember, into story formats to remember them much more easily.
In a world inundated with information, stories stand out.
They slice through the noise like a machete and engage readers in a way that straightforward, facts, features and benefits simply cannot.
Stories create an emotional response that triggers a deeper connection and understanding.
When you tell a story in your copy, you're not just selling a product or service; you're selling an experience, a solution to a problem, or a vision of a better future.
This emotional resonance is what makes your message memorable and persuasive.
Also…
Storytelling helps you stand out in a fierce sea of “me-too” competition.
In an era where consumers are bombarded with ads, they will ALWAYS choose the brands that resonate with them on a personal level.
Stories cover all the bases over creating powerful copy - solves problems, paints vision, educates, entertains, taps into emotions, and so on.
How Telling Stories Can Improve Your Copywriting
Storytelling is a skill that, when mastered, can turn mediocre copy into irresistible copy that changes lives and makes its owners RICH.
Here's how incorporating storytelling can improve your copywriting and multiply your income:
- Capturing Attention: In a world where attention spans are shrinking like a sinkhole, storytelling serves as a hook that grabs and holds your audience's attention. A compelling story keeps readers engaged from the beginning to the end of your copy.
- Building Trust: Stories create authenticity. When you share real experiences or present your brand through a narrative lens, you build trust with your audience. Trust is a key factor in the decision-making process, and customers are more likely to choose a brand they trust.
- Eliciting Emotions: Emotion is a powerful motivator. By incorporating storytelling in your copywriting, you can evoke emotions that resonate with your audience, whether it's joy, empathy, or inspiration. Emotional connections lead to stronger brand loyalty and increased likelihood of conversion.
- Enhancing Memorability: People remember stories better than dry facts. When your message is embedded in a narrative, it becomes more memorable. This increased recall can lead to word-of-mouth recommendations and repeat business.
But, Jeremy, what kind of stories should I tell? And how do I tell them?
I gotchu, umbre…
The 5 Most Persuasive Types of Stories to Tell in Your Copywriting to Sell More Products (With Examples)
Each of these proven storytelling formats is fun to write and VERY persuasive. Test drive them TODAY!
#1) Inspirational Stories
Everyone’s looking to be inspired.
Don’t believe me?
Just look at the billion dollar self-help industry.
Most of the books, seminars, training, etc. are just fluffy feel-good INSPIRATION.
Why?
Because people love inspiration.
People are looking to be inspired.
People NEED inspiration to get them through the bum drum of life.
We are addicted to inspiring quotes, movies and books.
(Especially about people we can relate to, who have overcome similar challenges that we’re currently facing).
When you inspire your readers through the copy you write, they will look to you not only as an expert, but as a LEADER.
You want this because people follow LEADERS.
How to tell inspirational stories…
Tell a story about people (the market you’re writing to), like them, who have faced similar problems, frustrations, challenges and who have overcome them (related to whatever you’re selling)… And then… tie in how YOU can help them overcome these challenges.
Do NOT make this complicated.
You can draw inspiration from anything:
- Real-life stories about you or other people
- Historical figures
- Celebrities
- Characters from TV/movies/books
- Inspiring stories and people you see in the news
Here’s an example of telling an inspiring story to sell MILLIONS worth of products for a weight loss company:
https://swiped.co/file/weight-loss-ad-by-gary-halbert/
#2) Cautionary Tales
This classic storytelling example works wonders because it wrenches on people’s curiosity.
And, according to the Michael Jordan of copywriting himself, Gary Halbert, curiosity is the #1 reason why people buy from ads.
When you tell a RELATABLE cautionary story about mistakes to avoid, you naturally grab your audience’s undivided attention and pique their interest because they will want to know what the mistakes are so that they can avoid them at all costs. Nobody wants to suffer embarrassment or other potential negative consequences, of making mistakes.
How to tell cautionary tales...
The best way to tell cautionary tales in your copywriting is to find REAL LIFE stories from people in the market you’re writing to.
Find out mistakes they’ve made and the consequences they’ve suffered.
Where can you find common mistakes your market makes?
Online forums and social media groups.
Spend some time on these sites and I guarantee you’ll be able to find people in your market talking about common mistakes they’ve made (IMPORTANT: keep it relevant to what you’re writing about).
Also…
Another potential GOLDMINE for cautionary tales is the news.
For example…
If you’re writing for the self-defense niche, find brutal stories about people getting attacked.
Explain the mistakes they’ve made and how they could have avoided them IF they knew how to protect themselves.
When writing cautionary tales, you should dramatize the negative consequences and stress how easy it can be to avoid mistakes (by buying your product/service).
Here’s a classic example of “mistakes to avoid” written by Maxwell Sackheim…
https://swiped.co/file/do-you-make-these-mistakes-by-max-sackheim/
#3) Stories about Historical Figures
Another way to tell addicting stories that persuade your readers is to talk about historical figures.
It’s extremely easy…
Simply find a historical figure (something that happened in history) and tie it into what you’re selling.
This works like gangbusters because the story already exists. You simply have to dig it up. And then, make it interesting and relatable to your market and product.
The key is to find an interesting & unique story about a historical figure who is well-known by the masses.
Here’s an example:
https://swiped.co/file/colon-cleanse-salesletter-from-gary-halbert/
#4) The Star, Story, Solution Story
This is more of a common theme used in advertising than it is a story, however, it’s one of the most profitable ways to sell in your copy.
Here’s what you do…
The star is either you or your client.
The story is a “rags-to-riches” styled story where you talk about a common problem, challenge, woe, etc…. that is shared by your target audience.
Then offer the solution - the product you’re selling.
This type of story works so well because everyone loves an underdog story.
Plus...
Your audience can identify with the main character because they experienced a BIG problem or challenge that your market is CURRENTLY experiencing.
And as they read your story, they are reliving, experiencing and FEELING everything that you went through (or your client), because they are going through it too (in some way, shape or form).
Then…
You give them hope by explaining how you overcame your challenges and how they can too (if they buy your product).
Here’s an example:
https://swiped.co/file/amazing-money-making-secrets-ad-by-gary-halbert/
#5) Hell to Heaven Stories
This is essentially the rags-to-riches story but on selling steroids.
It’s probably the MOST PERSAUSIVE story to tell.
The goal is to tell a story about someone in your market who your audience can relate.
Someone that has gone from “hell to heaven”.
Meaning…
They have faced incredible obstacles (in hell) but overcame their hellish experience and now are living much better (in heaven).
This works best for markets that solve big problems like Health & wellness.
However, it can work for any market, if you get creative.
For example…
If you are selling an online course to real estate agents that teaches them marketing…
You could tell a story about someone who was on the verge of bankruptcy. And get very detailed with the specifics of their financial struggles (wife leaving them, losing their house, having to live on the streets, etc.)
Then, tell how they not only escaped poverty but got extremely wealthy by using the information that you teach in this marketing course.
Here's a great example of this type of story in action:
https://swiped.co/file/amazing-diet-secrets-ad-from-gary-halbert/
Additional Storytelling Tips:
- When writing stories in ads - get to the climax right away!
- Dig into your market’s emotions - create tension and drama throughout, by highlighting all the emotions, pain points, frustrations… that your prospects are going through.
- Make it short - trim, trim trim. Only leave essentials that build tension and move the story along. Make it very quick n easy to understand and relate to.
- Make it DRAMATIC - the more dramatic and tension-filled stories you tell, the more of an impact they’ll have on your audience.
Conclusion
The more stories you tell, the more money you’ll make.
Use this post as a reference guide and practice telling persuasive stories by using the 5 storytelling formats mentioned above.
In no time flat, you’ll be a persuasive copywriter who changes lives and earns a king’s fortune simply by filling your copy with stories.
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