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How to use storytelling in copywriting with these 3 frameworks

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Storytelling in copywriting is a powerful tool that you need to learn. When you learn this must have skill, you’ll be able to hook and reel potential customers.

Hook and reel them in so they read your blog, email, or landing page and get more sales.

This is a very old tried and tested method of copywriting.

Think about all the stories you’ve been told from birth to current day. You’re inundated with stories.

Whether it’s stories about a princess or a story you’ve read today in a magazine. We are constantly being given stories to consume.

Brands of all sizes are using stories. Whether watching an advert, listening to a podcast, or reading a non-fiction book, you’re consuming another story.

How do you get ideas to write a compelling story?

To write a compelling story for your copy, it takes a great amount of creativity. This creativity begins with choosing a compelling story idea.

A pro tip to coming up with story ideas is to make a list of analogies and metaphors that you can use.

What are metaphors and analogies?

Analogies and metaphors are common expressions that are used globally. When used correctly in your copy, you paint a picture of what you’re writing about.

Common examples of metaphors

  • Laughter is the best medicine
  • Black sheep of the family
  • Time is money

Common examples of analogies

  • Life is like a box of chocolates, you never know what you’re going to get
  • A good speech should be like a woman’s skirt; long enough to cover the subject and short enough to create interest
  • As quiet as a church mouse

To further clarify the difference between metaphors and analogies, an analogy is looking at the difference between two things. Whereas a metaphor is claiming a comparison where one might not exist.

To use these metaphors and analogies you need some copywriting frameworks for your storytelling.

Here are the 3 copywriting frameworks to create your storytelling.

Classic copywriting framework the Hero’s journey


Marketer Russell Brunson uses the Hero story in his copywriting as he focuses on storytelling to get his audience excited about any new offers he’s promoting.

You can see hero stories everywhere you go. They’re used in films, comics, and other forms of literature.

In a classic hero story the hero is awakened one day to take on a journey to reach a specific goal. During this journey, the hero is full of adversity.

For marketers using the hero journey plot line, they break it down into 3 parts.

  1. Departure
  2. Initiation
  3. Return

Hero leaves their ordinary world, goes into an unfamiliar place, meets with a mentor, and deals with lots of hurdles along the way.

At the end, the Hero returns from their journey triumphant, stronger, and wiser.

Learn more about the hero story and how you can use it with the book Expert Secrets. Learn more about Expert Secrets book right here.

Who doesn’t love a trouble maker?

Whether watching a film, reading a book, or watching a T.V drama. Nothing is more interesting than trouble.

Trouble creates drama and attention therefore making the story more memorable and effective.

As a marketer, you can use this idea to write about the trouble the product is solving. So what is happening in the scenario is the trouble and the product is the ultimate solution.

You could easily put todays situation with the global pandemic in this context. You have the virus closing everything down and killing thousands of people around the world.

In the middle of all of this drama with the trouble maker comes the solution. Yes, it’s the various vaccines.

These vaccines are then sold to us through pharmaceutical companies.

For writing your own copy, their are 2 ways you can do this. Firstly a build up to being in the problem, and secondly starting the story right in the middle of being in the problem.

Ensure that use powerful words that prevoke emotions and paints a picture of the scenario that’s being told.

Storytell those lightbulb moments

Have you ever had a lightbulb moment? You’re trying to solve a problem and scrambling for ideas.

Then it hits you. That moment of sudden realisation and you know exactly what to do. Yes it’s that lightbulb moment. Or more precisely, you’ve had an epiphany.

These epiphanies can be great stories to tell. As a marketer, you can use epihanies in sales copy. Marketer Russell Brunson calls this the Epiphany Bridge.

An epiphany bridge is a story that takes your readers through an emotional journey. You’re ultimately telling a story of something that happened at some point in your life.

Then you have an epiphany and any problems gone through are fixed.

Can you recall any times in your life where you’ve had these lightbulb moments? How did you feel when you had them?

Whilst you’re writing and form of copy. Whether it’s for a blog, landing page, or even a video. Recall these emotions and you’ll be able to connect with your readers (or viewers) using the Epiphany Bridge.

Check out Russell Brunsons book right here where he goes further into the Epiphany Bridge.

In A Nutshell,

Using these 3 frameworks and you’ll be crafting powerful stories. Storytelling in copywriting that hooks and reels in potential customers.

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