SlideShare una empresa de Scribd logo
1 de 4
Descargar para leer sin conexión
Copywriting Secret of the Masters:

14 Tips Copywriters Can Learn from Professional Storytellers

                       by: John Forde




               www.ProCopyWritingTactics.com
14 Tips Copywriters Can Learn from Professional
                     Storytellers

Any storyteller will tell you – Plot is essential.
But what else do storytellers do to engage an audience? And how can we
apply those secrets to writing better marketing copy?
Almost all agree on a long list of techniques that make stories sound good.
Below, is just a small sample of these techniques – along with ways you can
use them to improve your copy.
Good stories …
   1. Appear spontaneous. In copy, the secret is to study the message,
      the benefits, and the offer until they become second-nature.

   2. Give hope. Good stories and good copy give the reader hope for
      things to come.


   3. Show passion. Passion in telling and selling is not an option, it's a
      necessity. The key: Having faith in what you're selling.

   4. Overcome obstacles. Drama is all about obstacles and how they're
      overcome. So is copy.


   5. Make it personal. From caveman to high intellectual, personal stories
      have a way of proving a point that logic and rationalizations just can't
      muster.

   6. Name the hero. Court storytellers would make the hero resemble the
      king. In copy, you can do the same – by showing your reader how he'll
      triumph with the help of your product.


   7. Name a villain. What keeps your prospect up at night? That's an ideal
      villain for your sales message to attack.

   8. Reward and tease. Reward listeners with progress and they'll be
      grateful. Tease with more to come and they'll hang on for more.
   9. Enlarge and enrich. Good stories and good copy remind you of
      what's important. They raise the bar and inspire you to hop over it.




                        www.ProCopyWritingTactics.com
10.     Build a relationship. Beneath the surface, a good story
  strengthens the relationship between teller and listener. In sales copy,
  it does the same between marketer and customer.


11.     Commute facts to the subconscious. From the beginning,
  good stories have been vehicles for ideas, logic, even moral messages.
  Sales copy that engages with a story can commute facts just as
  painlessly.

12.      Have a good twist. A story twist: "The butler didn't do it after
  all." A twist for an investment letter promo: "Oil is going up – but
  though it's too late to buy oil companies, it's NOT too late to buy the
  company that makes the drill bits that are attached to every drill bit in
  the United Arab Emirates. Who else holds this company? Only the
  richest energy investor on Wall Street, J.P. Calhoun …"


13.    Make sense. "Realistic" stories aren't always real. They just
  work harder to make elegant leaps of logic. In copy, the writer has to
  understand his product well enough to make good sense, too.
  Knowledgeable customers can spot a fake from a mile off.

14.     Leave them wanting more. "What's the sendoff emotion for
  your sales message?" asks colleague Addison Wiggin. "How do you
  want them to feel when they're finished reading? If you know that, you
  can write toward it from the beginning. But if you don't know, your
  copy ends up going all over the place."




                   www.ProCopyWritingTactics.com
John Forde:A Master at Writing
More Controls More Often
"If you write copy … how many chances to sell your talents to the businesses
you know and trust have you overlooked? Company websites … local sales
brochures … online ads and sales letters … print ads in local papers … even
P.R. pieces or ezine editorial.

It might be the small gigs that get you started. It might be the big
opportunities that let you smack the cover off the ball at your first at bat.
Either way, I’ve met plenty of people who had no grasp about what role
copywriters play.

Masterson’s [Accelerated Program for Six-Figure Copywriting] offers the
most thorough and well-organized approach to the subject I’ve seen
anywhere. There’s not a technique or secret in there that I haven’t found
helpful over the years. I owe a great deal of my own success to Mike
Masterson. And I tell him so regularly. As for the program, I’d recommend it
to anybody – not just direct-mail copywriters, but anyone who’s trying to get
a grip on what makes marketing work."

— John Forde




JOHN FORDE has been writing winning controls for going on two decades
now. He’s made untold millions for clients in the financial, health, and travel
industries. John also works as a copy coach, hosting intense seminars for
two or three hundred marketers and copywriters at a time.

John Forde also writes the successful and very useful eletter, The
Copywriter’s Roundtable.



                       www.ProCopyWritingTactics.com

Más contenido relacionado

Último

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 

Último (20)

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 

Copywriting secret of the masters 14 tips copywriters can learn from professional storytellers - john forde

  • 1. Copywriting Secret of the Masters: 14 Tips Copywriters Can Learn from Professional Storytellers by: John Forde www.ProCopyWritingTactics.com
  • 2. 14 Tips Copywriters Can Learn from Professional Storytellers Any storyteller will tell you – Plot is essential. But what else do storytellers do to engage an audience? And how can we apply those secrets to writing better marketing copy? Almost all agree on a long list of techniques that make stories sound good. Below, is just a small sample of these techniques – along with ways you can use them to improve your copy. Good stories … 1. Appear spontaneous. In copy, the secret is to study the message, the benefits, and the offer until they become second-nature. 2. Give hope. Good stories and good copy give the reader hope for things to come. 3. Show passion. Passion in telling and selling is not an option, it's a necessity. The key: Having faith in what you're selling. 4. Overcome obstacles. Drama is all about obstacles and how they're overcome. So is copy. 5. Make it personal. From caveman to high intellectual, personal stories have a way of proving a point that logic and rationalizations just can't muster. 6. Name the hero. Court storytellers would make the hero resemble the king. In copy, you can do the same – by showing your reader how he'll triumph with the help of your product. 7. Name a villain. What keeps your prospect up at night? That's an ideal villain for your sales message to attack. 8. Reward and tease. Reward listeners with progress and they'll be grateful. Tease with more to come and they'll hang on for more. 9. Enlarge and enrich. Good stories and good copy remind you of what's important. They raise the bar and inspire you to hop over it. www.ProCopyWritingTactics.com
  • 3. 10. Build a relationship. Beneath the surface, a good story strengthens the relationship between teller and listener. In sales copy, it does the same between marketer and customer. 11. Commute facts to the subconscious. From the beginning, good stories have been vehicles for ideas, logic, even moral messages. Sales copy that engages with a story can commute facts just as painlessly. 12. Have a good twist. A story twist: "The butler didn't do it after all." A twist for an investment letter promo: "Oil is going up – but though it's too late to buy oil companies, it's NOT too late to buy the company that makes the drill bits that are attached to every drill bit in the United Arab Emirates. Who else holds this company? Only the richest energy investor on Wall Street, J.P. Calhoun …" 13. Make sense. "Realistic" stories aren't always real. They just work harder to make elegant leaps of logic. In copy, the writer has to understand his product well enough to make good sense, too. Knowledgeable customers can spot a fake from a mile off. 14. Leave them wanting more. "What's the sendoff emotion for your sales message?" asks colleague Addison Wiggin. "How do you want them to feel when they're finished reading? If you know that, you can write toward it from the beginning. But if you don't know, your copy ends up going all over the place." www.ProCopyWritingTactics.com
  • 4. John Forde:A Master at Writing More Controls More Often "If you write copy … how many chances to sell your talents to the businesses you know and trust have you overlooked? Company websites … local sales brochures … online ads and sales letters … print ads in local papers … even P.R. pieces or ezine editorial. It might be the small gigs that get you started. It might be the big opportunities that let you smack the cover off the ball at your first at bat. Either way, I’ve met plenty of people who had no grasp about what role copywriters play. Masterson’s [Accelerated Program for Six-Figure Copywriting] offers the most thorough and well-organized approach to the subject I’ve seen anywhere. There’s not a technique or secret in there that I haven’t found helpful over the years. I owe a great deal of my own success to Mike Masterson. And I tell him so regularly. As for the program, I’d recommend it to anybody – not just direct-mail copywriters, but anyone who’s trying to get a grip on what makes marketing work." — John Forde JOHN FORDE has been writing winning controls for going on two decades now. He’s made untold millions for clients in the financial, health, and travel industries. John also works as a copy coach, hosting intense seminars for two or three hundred marketers and copywriters at a time. John Forde also writes the successful and very useful eletter, The Copywriter’s Roundtable. www.ProCopyWritingTactics.com