Now that you know why storytelling frameworks are essential, let’s dive into the seven most powerful storytelling formulas used by top copywriters. These aren’t just theories—they’re battle-tested structures that have sold millions of dollars worth of products.

1. The Hero’s Journey

If you’ve ever watched Star Wars, The Matrix, or Harry Potter, you’ve seen this framework in action. The Hero’s Journey is one of the most powerful storytelling framework examples because it takes the reader on an emotional ride—one that mirrors their own struggles and aspirations.

Here’s how the Hero’s Journey story works:

1. The Ordinary World – The hero (your customer) starts in a familiar but unfulfilling situation.

2. The Call to Adventure – They face a challenge or opportunity that forces them to change.

3. The Struggle – They encounter obstacles and setbacks along the way.

4. The Transformation – They overcome the struggle, gaining new skills, insights, or success.

5. The New Reality – They emerge better, stronger, and transformed.

This storytelling formula works like gangbusters because it makes your customer the “hero” of the story. It’s perfect for writing about personal transformations, overcoming challenges, and positioning your product as the guide that helps them succeed.

Here’s an example of it in action:

If you’re selling a weight loss program, you might start with a customer who struggled with their weight for years (Ordinary World), then discovered a new method (Call to Adventure), faced doubts and setbacks (Struggle), finally lost the weight (Transformation), and now enjoys a healthier, happier life (New Reality).

This is one of the most effective storytelling in copywriting techniques because it makes readers see themselves in the story—leading them to take action.


2. The Problem-Agitate-Solution (PAS) Formula

This is one of the simplest yet most effective storytelling frameworks for persuasion. It works because it taps into emotions—specifically pain and relief—which are powerful motivators in copywriting.

PAS stands for:

1. Problem – Identify the reader’s biggest pain point or challenge.

2. Agitate – Make the problem feel even more painful by highlighting the consequences of not solving it.

3. Solution – Present your product or service as the answer to their problem.

Why it works:

The more vividly you describe the problem and its impact, the more your reader feels the urgency to solve it. By the time you introduce the solution, they’re already primed to say yes.

Here’s an example if you were selling an email marketing tool:

• Problem: “Writing emails that actually get opened and clicked is frustrating. You spend hours crafting the perfect message, but no one reads it.”

• Agitate: “Meanwhile, your competitors are raking in sales with emails that seem effortless. You keep wondering: What are they doing differently? How much money are you leaving on the table?”

• Solution: “With our AI-powered email tool, you’ll write high-converting emails in minutes—without second-guessing every word.”

This is one of the go-to storytelling formulas used by top copywriters because it gets straight to the point, triggers emotion, and drives action fast.


3. The Before-After-Bridge (BAB) Formula

The Before-After-Bridge formula is one of the simplest and most effective storytelling frameworks because it instantly helps the reader visualize a transformation—going from where they are now to where they want to be.

This formula taps into the reader’s emotions by painting a clear contrast between their current struggle and their ideal future. It makes the transformation feel real—which is key to persuasion.

Here’s how it works:

1. Before – Describe the reader’s current painful or frustrating situation.

2. After – Show them what life looks like once their problem is solved.

3. Bridge – Explain how your product or service gets them from Before to After.

Example for selling a freelancing course:

• Before: “You’re stuck in low-paying gigs, working long hours for clients who don’t respect your time.”

• After: “Imagine landing $5,000+ clients with ease, working on projects you love, and having total control over your schedule.”

• Bridge: “Inside this course, you’ll get the exact step-by-step system to attract high-paying clients—even if you have no experience.”

This storytelling framework is perfect for emails, ads, landing pages, and social media posts because it’s short, punchy, and highly persuasive.


4. The Star, Story, Solution Formula

This is one of the most powerful storytelling frameworks for building intrigue and emotional connection before leading into your offer. It’s widely used in sales letters, webinars, and long-form ads because it keeps readers engaged from start to finish.

Here’s how this storytelling framework works:

1. Star – Introduce a compelling main character (this could be you, a customer, or someone relevant to the story).

2. Story – Take the reader through their journey—the struggles, conflicts, and turning points.

3. Solution – Reveal how they overcame their challenge, with your product or service playing a key role.

This storytelling framework naturally builds curiosity and emotional investment. By the time you reveal the solution, the reader is already hooked and eager to see how they can achieve the same results.

Here’s an example (selling a time-management coaching program):

• Star: “Meet Sarah, a freelance writer juggling multiple projects but constantly feeling overwhelmed.”

• Story: “She tried every productivity hack—color-coded planners, Pomodoro timers, waking up at 5 AM—but nothing worked. She was drowning in deadlines and questioning if freelancing was even worth it.”

• Solution: “Then she discovered a simple, science-backed system that helped her cut her work hours in half—without sacrificing income. Now, she’s in control of her time, hitting deadlines with ease. You can do the same with my coaching program.”

This storytelling formula is great for testimonials, case studies, and sales pages because it makes the transformation feel real and achievable.


5. The "Roger Bannister" Formula

This storytelling framework is based on the legendary story of Roger Bannister—the first person to run a mile in under four minutes. Before he did it, everyone thought it was impossible. But once he broke the barrier, others quickly followed.

This formula is perfect for showing your audience that what they think is impossible is actually achievable—with the right approach.

Here’s how to write a Roger Bannister styled story:

1. The “Impossible” Belief – Start with a widely accepted belief that your audience holds (e.g., “It’s impossible to get high-paying clients without years of experience.”).

2. Breaking the Barrier – Introduce someone (it could be you, a client, or a well-known figure) who shattered that belief and proved it wrong.

3. How They Did It – Explain the method or strategy that made it possible (your product or service).

4. Invite the Reader to Do the Same – Show how they can achieve the same results by following your solution.

Imagine you’re selling a course on landing high-ticket clients. Here’s how you could get the job done…

• The “Impossible” Belief: “Most freelancers believe you need years of experience to charge premium rates.”

• Breaking the Barrier: “But take John, a brand-new freelancer who landed his first $5,000 client in just 30 days.”

• How They Did It: “He didn’t have a fancy portfolio or tons of connections. He simply followed a proven system that positioned him as an expert from day one.”

• Invite the Reader to Do the Same: “This same system has helped hundreds of freelancers break through income ceilings—and it can work for you, too.”

This storytelling formula is perfect for sales pages, webinars, and lead magnets because it turns skepticism into belief—and belief into action.


6. The "Underdog" Story

People love rooting for the underdog. This storytelling framework taps into that instinct by showcasing someone who overcame massive odds to succeed—making your audience believe they can do the same.

The 4 steps of the Underdog story:

1. The Struggle – Introduce someone (it could be you, a customer, or a famous figure) who faced significant obstacles.

2. The Turning Point – Show the moment when everything changed.

3. The Triumph – Reveal how they overcame the struggle and achieved success.

4. The Lesson – Tie it back to your offer and show how the audience can achieve similar results.

This type of story works like magic because it creates an emotional connection, builds trust, and inspires action—especially when your audience feels stuck or doubts themselves.

Example:

If you’re selling a business coaching program, you might tell the story of an entrepreneur who was drowning in debt, struggling to make sales, and ready to quit. But after learning a key strategy (your offer), they turned things around and built a thriving business. The reader sees themselves in the underdog and believes they can do the same.

This storytelling formula is powerful for emails, sales pages, and webinars because it makes success feel possible.


7. The "Imagine If" Formula

This storytelling framework works by immediately pulling the reader into a vivid scenario—making them feel the transformation before you even introduce your offer. It’s powerful because it forces the audience to visualize success, which increases desire and engagement.

Here’s how it works:

1. Paint the Dream – Start with “Imagine if…” and describe an ideal outcome your reader deeply wants.

2. Make It Feel Real – Add sensory details to bring the vision to life.

3. Introduce the Roadblock – Highlight what’s stopping them from achieving this result.

4. Reveal the Solution – Position your product or service as the key to making their dream a reality.

People buy with emotion, and visualization is one of the most powerful ways to create desire. When readers see themselves in the story, they become more likely to take action.

For example, if you’re selling a copywriting course, you might start with:

"Imagine waking up, checking your email, and seeing a $5,000 payment from a dream client. No more cold pitching. No more low-paying gigs. Just high-value work on your terms. Sounds impossible? It’s not. The only thing standing between you and that reality is knowing how to position yourself as an in-demand copywriter—something I’ll show you inside this course."

This storytelling formula is perfect for ads, emails, and sales pages because it gets the reader emotionally invested before they even hear the pitch.