In this blog, I’ve written a bunch on coming up with relatable, attractive characters, pain points, and even creating a mental visualization for your prospects and customers…
But what do they all have in common?
Each of them has a story.
If you’re an avid reader of mine, this may seem pretty obvious at this point. But you have NO IDEA how many advertisers, marketers (and ironically copywriters) miss this key element.
“What’s the story?” Should be a question that churns in the back of your mind as you write some killer copy for your prospects. Because when you don’t have a story, it’s a lot harder to capture the attention of your audience.
Let me explain…
Have you ever been to a meeting or a school gathering of some sort, and the speaker is just BORING you to death?
You know what I’m talking about. They’re rambling on and on about something you could care less about, and eventually, they start sounding like the teacher in Charlie Brown.
Then there’s the moment when the guest speaker comes out and starts telling a personal story. In fact, they start out their story by saying “I was a student like you…”
Suddenly you wake up. You wipe the sleep out your eyes. Now you’re engaged with what they’re saying because you can actually relate to what their story. You can put yourself in their shoes.
Learn the power of high drama in the blog: How High Drama Can Lead To High Increase In Sales & Conversions.
4 Steps Of A Story
After listening to hundreds of stories in my life (and learning how to write them myself), I’ve realized something very powerful…
Almost every story has the same structure!
Movies, TV, novels, sometimes even songs – they all have the same idea. When I started using this structure in my own copy, it became smoother, much more engaging and 10X more effective. And the best part is that it’s only 4 steps!
Introduction Of Character
When a story starts out, it’s usually with an introduction of the main character. Chances are, they’re just a regular person living a normal life.
In a sales letter, this is where you introduce your attractive character. The character makes it a point to share that they are just like the reader in some way, shape or form.
Learn how to develop an “Attractive Character” in the blog: How To Apply Russell Brunson’s Attractive Character Method In Sales Copy.
During the plot sequence, the main character is introduced to a big problem(s) that sets them on the journey of a solution. For example in superhero movies, the main character notices all this crime in their neighborhood and wish they could do something about it. The audience sees this and immediately empathizes.
During this part of the story, the attractive character starts to list out all of their pain points and setbacks, and how they’re keeping him from living his greatest life! As they list out the pain points, the reader finds that they can relate to most – if not every single one of them!
Suddenly, the main character realizes some sort of an epiphany. They discover a special talent they never thought they had, or realize a special power, or come across a life-changing skill. Whatever their epiphany is, its life-changing. It causes a turning point in their journey to find the solution to their problem.
The same thing happens in sales copy! The attractive character realizes that in order to soothe all of her pain points, she must obtain this ONE thing (whatever her epiphany was).
For example, if she lived in a house full of bugs, the bugs would be her pain points and her epiphany would be to find some kind of way to kill them all!
Because your audience will be so stuck on your attractive character that they will even share the epiphany with them!
Learn about open loops and NLP in the blog: The Power Behind Asking Questions In Your Ad Copy.
Alas, the conclusion. The main character finally finds the solution which solves this problem(s) and helps him obtain his goal at the end of the story.
When it comes to sales copy, THIS is the product that gives your attractive character the results they want! The attractive character then goes over what the product is, the benefits, and how it’s helped solved all their problems. And if it solved all of THEIR problems, it will solve your reader’s problems, too!
Try This Out For Fun!
The next time you’re watching a movie or reading a novel, look out for these key elements! I’ll bet you’ll find them and you’ll never look at a movie the same way again! Most importantly, you’ll understand the formula of how a story is constructed. This way, you can use them for stories of your own!
For more tips and copywriting secrets, check out the blog at joshwrotethat.com