4 Storytelling Formulas To Create CONTENT That SELLS 💸
The Power of Storytelling
In this video, Alex discusses the importance of storytelling in human communication and how it can be used to engage audiences in marketing and branding.
The Potency of Storytelling
- Storytelling is as old as time but new stories are being told every day.
- Storytelling evokes all senses and activates regions of the brain that process real-life experiences.
- Every culture has storytelling built into its DNA, and it's how traditions, customs, and norms are passed through generations.
Using Storytelling in Marketing
- Storytelling is critical for engaging audiences in a saturated market.
- Copywriters and marketers use storytelling structures to create relatability, authority, and trust with prospects.
- Alex shares her top four storytelling techniques for weaving storytelling into copywriting.
The Hero's Journey
- The Hero's Journey is a classic story structure conceptualized by Joseph Campbell.
- It features a hero who sets out on a difficult journey, faces challenges along the way, and ultimately triumphs over adversity.
- This story arc can be seen in works like Star Wars, Batman, Game of Thrones, and The Matrix.
Other Story Structures
- Other popular story structures include "The Quest," "Rags to Riches," "Overcoming the Monster," and "Rebirth."
Conclusion
- Storytelling is a powerful tool for human communication and can be used effectively in marketing and branding.
- By understanding different story structures, marketers can create compelling narratives that engage audiences and build trust.
Future Pacing
In this section, the speaker talks about a technique called Future Pacing that is used in Neuro-Linguistic Programming (NLP) and how it can be used in copywriting. The speaker explains how to use future pacing throughout sales copy to help readers visualize their dream life.
Using Future Pacing
- Future pacing is a technique used in NLP and influential communication.
- Use future pacing to help readers visualize their ideal future.
- Identify the singular benefit your prospects are looking for.
- Use present tense and be highly specific with your descriptions.
Storytelling Technique #3 - The Trouble Maker
In this section, the speaker talks about storytelling technique #3 called "The Trouble Maker." The speaker explains how trouble creates drama, which captures attention and makes stories more memorable and effective.
Introducing Trouble Early On
- Perry Belcher, an amazing copywriter, bases his copy on the fundamental truth that nothing is more interesting than trouble.
- Introduce trouble early on to capture attention.
- There are two ways to introduce trouble: The Build-Up or the Sh*t Storm.
Describing Trouble
- Describe color, emotions, season, time, texture, activity, geography, mood, sound or even smell when introducing trouble.
- This technique is conceptualized by Blake Snyder in his bestselling screenwriting book Save The Cat!
Bonus Tip
In this section, the speaker provides a bonus tip related to storytelling. Perry Belcher has used real-life stories as inspiration for his copy because true events work better to make stories believable and relatable.
Using Real-Life Stories
- Perry Belcher has used real-life stories as inspiration for his copy.
- True events work better to make stories believable and relatable.
- The media loves trouble just as much as readers do.
The Before-After-Bridge Technique
In this section, the speaker explains the Before-After-Bridge technique used in advertising since the Mad Men era.
How it Works
- The technique moves prospects from focusing on features and tools to how it will help them improve their life.
- In the Before, you show your reader the world before your solution and get them to identify with the problem you are presenting.
- In the After, you show your readers what their world will look like after your solution.
- You create a gap between these two worlds that your prospects want to fill.
Example of a Company Using This Technique
- M.M.La Fleur is a wardrobe solution for professional women who don't like to shop.
- They use this technique by showing how boring pant suits can be and how they can provide an inspired wardrobe for professional women.
- They bridge the gap by offering a brief survey and one-on-one personal styling experience.
Conclusion
In this section, the speaker concludes by summarizing her top four storytelling techniques for copywriting.
Top Four Storytelling Techniques
- Use emotion to connect with your audience
- Use metaphors to make complex ideas simple
- Use suspense to keep your audience engaged
- Use the Before-After-Bridge technique to move prospects from focusing on features and tools to how it will help them improve their life.
Final Thoughts
The speaker encourages viewers to check out links in the description below for more information on these storytelling techniques. She also thanks viewers for watching and invites them back next week for a brand new video.