Good copy is part art, part science. Art, because it requires creativity, beauty and style. Science, because it exists in the world of tests, trials, breakthroughs and measurable outcomes. Bad copy is always missing one or both of these elements. Good copy has both in abundance.
Storytelling is one of the most effective ways to bring this art and science together. Everyone loves a good story. People like hearing about people — especially interesting people. People who’ve overcome challenges. People we can relate to.
How does this relate to you and your business? Well the moral of the story, coincidentally, is that your product or service was the catalyst to overcoming those odds.
You might find this storytelling technique in an email series, a landing page, or a blog post. Whatever the format, you’ll always get four basic elements:
1. Opening: Introduce the pain.
Here we show how the character had a normal life, then how that life was shattered by a change of events.
2. Conflict: How is the life of the main character impacted?
What does their journey look like as they tackle this challenge?
3. Dialogue: People are drawn to conversations.
Two people talking sparks human interest. It’s also easy to read.
4. Solution: Introduce your product or service as the cure.
You increase the credibility of your product or service by sharing specific results (240% increase in sales, for example).
Your story doesn’t have to be dramatic. It just has to be interesting to your target audience. And this is where Web-lingo comes in. Let us show you how.