Copywriting & Storytelling

[Mark Andrews]

What are some of the best examples you've come across of a great segmented storyline in a piece of sales copy?

[John_S]

J. Peterman

"People want things that are hard to find. Things that have romance, but a factual romance, about them.
I had this proven to me all over again when people actually stopped me in the street (in New York, in Tokyo, in London) to ask me where I got the coat I was wearing.
So many people tried to buy my coat off my back that I've started a small company to make them available. It seems like everybody (well, not everybody) has always wanted a classic horseman's duster but never knew exactly where to get one.
I ran a little ad in the New Yorker and the Wall Street Journal and in a few months sold this wonderful coat in cities all over the country and to celebrities and to a mysterious gentleman in Japan who ordered two thousand of them.
Well, the coat is magnificent. Simple, functional, handsome, extremely well made, affordable and, yes, romantic.
I think that giant American Corporations should start asking themselves if the things they make are really, I mean really, better than the ordinary.
Clearly, people want things that make their lives the way they wish they were."

[dorothydot]

Hi,
I don't know how great this is, but... one of the trickiest copy I had to write was a home page for... a natural remedy for, of all things, genital herpes!

The original text, written by the doctor, had the suggestion that sufferers take photos of their "leision" as it disappeared while following his course of treatment.

Talk about mental imagery! "Honey, WHAT are you doing with that camera?!" sprang to my mind.

So I used storytelling to get the point across. It was like writing poetry - every single word had to be absolutely spot-on.

Dot

PS - the site is Stop Herpes Now Naturally And Keep Herpes From Coming Back For Good. No More Outbreaks, Ever! if you want to read it. (Hope it is okay to post this? If not, please feel free to delete it, Moderator.)

[mcclinks3]

Hey, thanks for this useful discussion, I'm a newbie so its quite helpful thanks again.

[farneville]

arggh... this might be the most dummiest question to ask but what is copywriting?
is it like you read an article and you copywrite it meaning you rewrite it or something?

[Cam Connor]

Originally Posted by farneville

arggh... this might be the most dummiest question to ask but what is copywriting?
is it like you read an article and you copywrite it meaning you rewrite it or something?

Copywriting is actually about writing content that's designed to SELL, or about writing something that's designed to not only be read, but to cause it's readers to perform a certain action.

[ThomasOMalley]

Joe Vitale creates effective stories in his emails. He has some excellent examples of his story-based emails in his book, Hypnotic Writing.

[tobyR]

I agree with the last response Joe Vitale is awesome and i agree over his book, definately worth getting. Listen to some of his audio stuff as well - great guy

[Ross Bowring]

"Hollywood" Vin Montello's "3-act" story-led sales letters are great at segmenting a beginning, middle and end throughout a letter.

A Google search should find you one of his creative concoctions.

--- Ross

[Anthony Phillips]

Story telling copywriting is the toughest to become great at. Don't recommened for newbies!

Anthony

[Mark Andrews]

Originally Posted by Anthony Phillips

Story telling copywriting is the toughest to become great at. Don't recommened for newbies!

Anthony

Would you like to expand on your theory?

Or explain exactly what you mean because I'm sorry... whatever point you're trying to make just flew straight off over the top of my head.

[John_S]

Would you like to expand on your theory?

I can't explain for someone else. But I can explain why I understand.

Copywriting is difficult. Successful storytelling is difficult. Doing well at both copy and compelling storytelling is doubly difficult.

If the story doesn't work it can often hurt credibility of the copy.

If the copy doesn't work the story is merely pointless entertainment.

The trick is a "selling story." Storytelling where, for instance, your USP is the theme and/or moral of the story.

[Mark Andrews]

Thanks John, I understand your points.

I was simply interested though in hearing this posters thoughts.

He stated not 'recommended for newbies'. A pretty categorical statement coming from somebody completely unknown.

But this is precisely the point... Storytelling is a crucial element to get right in copywriting as you and I know John.

And therefore it's equally important for a newbie copywriter to get their heads around the concept of successful storytelling as quickly as possible because this is a critical factor in writing highly converting sales copy.

In other words, don't think it's such an advanced technique that it can be left off for thinking about, putting off until a later date.

There is no time like the present to grasp the very important elements which make up good copy and rather than avoiding the issue, newbie copywriters need to get out of their comfort zones and just start doing it.

Sure they're going to make mistakes but it's from these mistakes made that they're going to learn the most. We can't always go for the most simple softly softly approach in this industry. Newbie copywriters are either going to get serious about their copywriting business or they're not.

Sometimes they just need to grab the bull by the horns and go for it.

Practice makes perfect.

[John_S]

In other words, don't think it's such an advanced technique that it can be left off for thinking about, putting off until a later date.

To extend the arguement -- and we're all hoping the actual person steps in on this and takes over -- invariably I see this gravitate to "my story."

Not the best use of storytelling I've encountered.

Yes. I liked it so much I bought the compay is "my story." Yes, some of J Peterman is "my story."

Still I see a lot of unconvincing "I don't have any testimonials" filler using a my story technique. And that is not something many people figure out on their own.

Chief weakness is extending the writer's story so it can not be dismissed with a bunch of "yes, buts." Yes, but why will it work for me. Yes, but your situation is X and mine is Y. Yes, but you're selling pilfer grommets and I sell boxcar prongs.

Tricky. You may have stopped smoking by shoving a cattle prod up your ...well, you know. For for every one of those, there's a thousand with just a sore you-know-what.

[John_S]

Here's a My Story done well. There are some things I'd change, but this examples hits several crucial points...

‪Obsessives: Soda Pop -...

What's the advantage over other copywriting? TV stations aren't likely to shove a camera in your face to read your regular sales letter ...Free Of Charge. ...For thirteen Uninterrupted Minutes.

I'm not exactly up-to-date on this but that's about one hundred and fifty thousand in out-of-pocket expenseses -- not counting airtime buys. For Free.

They're called news STORIES for a reason.

[Mark Andrews]

Great Video John, thanks for posting it up.

He sounds like a bit of a character.

[The Copy Nazi]

Originally Posted by John_S

Here's a My Story done well. There are some things I'd change, but this examples hits several crucial points...

‪Obsessives: Soda Pop - CHOW.com‬‏ - YouTube

What's the advantage over other copywriting? TV stations aren't likely to shove a camera in your face to read your regular sales letter ...Free Of Charge. ...For thirteen Uninterrupted Minutes.

I'm not exactly up-to-date on this but that's about one hundred and fifty thousand in out-of-pocket expenseses -- not counting airtime buys. For Free.

They're called news STORIES for a reason.

"The way it goes in is the way it comes out". What an absolutely BRILLIANT video. Thanks JohnS!

Reminds me of "Hamburger America" -

‪Hamburger America Trailer‬‏ ...

[Domenic Carlson]

Storytelling is a copywriting angle that facilitates reader comprehension by following a natural storyline. However, it is important to maintain an even balance between storyline and sales copy to not overdo the effect. The aspects of storytelling such as consistency and fluency are essential elements of creative strategy and copywriting.