Member-only story
Don’t tell a story that entertains. Do this instead.
When I first started using storytelling in my copywriting, I thought the goal would be to engage readers’ attention.
That’s the standard line from storytelling gurus.
“Your readers are overwhelmed with content. They’re bored. You need something to get them to stop and read what you’ve written. That’s why you need stories.”
But as a copywriter, I found that some businesses can’t afford to entertain. Their prospects want to get to the bottom line. They’re focused on numbers and jump right to, “What’s in it for me?”
That’s especially true with businesses operating in highly competitive fields, such as business coaching, real estate, and financial planning. These business owners need to answer two more questions: “How are you different from the competition?” and, “Can you deliver results?”
As I worked with different clients, I noticed that some achieved strong results from the stories they told. Others just … told stories. So I began to pay attention to the ingredients of these stories to see if they followed a proven, repeatable pattern.
