Copywriting Strategy: Transform A Dull Product Description Into A Cliff-Hanger Story

When I talk to clients about the “Stand Out With Your Story” method, they often respond with a serious objection: “My story is just too dull. There’s no way I can hold anyone’s interest.”

To which I respond, “Nonsense!” (My conversations with clients are almost always G-rated.) Anything can become a fascinating story, once you delve into the details.

Let’s take parking lots, for example. What could be more boring? You’ve got concrete floors and not much else.

But the WSJ published an article about parking lots several years ago. The writer opened with the story of Dave, who earned the right to park his midnight-blue Porsche 911 right next to the entrance. He is Number One in sales. Now we readers are making an emotional connection to Dave, even though we’ve never met him.

Why did we connect? Word pictures! Dave, Porsche, blue, sales. We even learn the model number of Dave’s Porsche.

We’re also getting a sense of Dave’s backstory. Readers of this feature will often be familiar with what it takes to get ahead in sales: long nights, difficult conversations, fickle clients and tons of rejections. They’ll understand (and maybe wince at) the games big companies play.