What is the purpose of your story?

No point in telling a story just because it’s there!

One of the best ways to write copy is to just get started writing. That’s good advice.

But sometimes I hear advice about stories: “Imagine you’re writing an email to a good friend.” That’s not as helpful because your prospects won’t read your email like a friend.

For one thing, they won’t wade through a story about you and your life. I can’t remember how many emails I get that begin, “Do you want to know what else I’m doing now?” Um…no.

My friends don’t relate that life event to a future purchase. But you probably will. So if you haven’t come to the point in a sentence or two, you’ve lost me…and probably a lot of other people too.

So how do you get a story placement just right? How do you get people to pay attention to your story and get motivated to buy? How do you know you need a story anyway….one that contributes to your brand even if people aren’t ready to buy?

I think it comes down to one thing.

What your story will do? Will you get people to like you more or do you want to sell with your story?

When you sell with a story, you get the reader to say, “I want what she’s having.” You tailor your copywriting to respond…