Why Your Stories Work In Copy

by Kendra Kopy

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How exactly did this happen? I mean, I hadn’t made a blog post here for a month now. But I put it up here today. Why?

Well… Besides the fact that I just finished reading comments from readers telling me that my blog has been very educative, and that they can see that I love what I do… I also wanted to tell this story.

I was captivated by a story so good I had to share a few details with my mailing list… and guess what? It was simply a story in a copy!

It was a copy (written by Vincent James) that converted thousands of readers because his big idea was completely hinged on a story. His story of process: From a broke teenager to a ridiculously rich man who now has jaw-dropping wealth; a collection of luxury cars and homes, and a lot more money to spare on glamour.

I was hooked from the headline: The Amazing Money-Making Secret of A 31-year-old Convicted Felon Who Earns More Money Per Year Than The CEO’s of FedEx… eBay… Amazon.com… Time Warner… Apple Computer… McDonald’s… Microsoft… Nike… Yahoo… Ford Motor Company… General motors… and Gordyear tire… COMBINED!

I bet you were hooked too. You could see this headline ten more times, and still feel the same rush of excitement you feel right now…

Vincent James didn’t stop there. He went ahead to tell a darn good story! Now, this is the reason why you should never miss a good story in your marketing messages and copy: STORIES WORK!

But why? Why are they so powerful? Why will a marketing campaign based on a well-told story boost conversion rates up to 30%? Why did 62% of marketers rate storytelling as an effective marketing strategy, as far back as 2017?

Could it be because storytelling is as old as humanity? An article by Paul Zak reveals that the human brain has evolved to respond to stories. In his article, he explained that a good story does two things. First, it captures and holds attention. Secondly, it “transports” the reader or listener to the character’s world.

And definitely, as you may already know, not all stories do this. Proof is you scroll through a lot of story headlines on Facebook, Twitter, LinkedIn, and even Google, however, you stop at particular story headlines. Now, I can tell you for free… Vincent James’ salesletter did those two things.

By the time you are done reading his salesletter, you would feel that you knew him personally. That was simply because he told a good story that causes you to “feel” everything he said.

This “feeling” is a result of a neurological mechanism where a hormone called oxytocin is released. It is that hormone that evokes empathy and trust. And Yes, stories cause the release of oxytocin. No one forgets a good story because it evokes emotions powerfully, makes us human, and inspires you do anything. You definitely want your prospect to take an action, don’t you?

Now, even though a “good story” can be relative, there are a few features that every good story possesses. Let’s explore them:

  1. Easy to understand: It cannot be a good story if we have to think critically to understand the point. I mean, a story is “engaging and entertaining” because it doesn’t require great intellectual prowess to be understood. And what is a good story if it doesn’t engage? So, make your story easy to understand.
  2. Organised: A story is told to show a narrative and to convey a message. Good stories follow a beautifully intoxicating structure that keeps you curious, thirsting for more, until you are at the climax of the story. At the end of a good story, you are emotional, inspired by the narrative, and bestowed with a memory hard to forget.
  3. Inclusive: We are divided by religion, tribe, sex, and so many other factors, but a good story cuts through that, to make us feel like one, and see humanity as our common denominator. A good story evokes empathy and trust that you would otherwise not feel.

If you are already thinking about writing a good story in your copy (as I expect you should), I want you to bear these three components of a good story in mind:

  1. Character
  2. Conflict
  3. Resolution

And don’t forget, your copy will only be effective if it’s read by the right people, therefore, your story should be relevant to your ideal client.

It could be a story of your transformation, or that of your customers.

It could be a story of how the product emerged.

Or just any story that ties in the same emotion you want your prospect to feel…to take an action.

However you choose to do it, I know you would be more aware of stories in marketing messages henceforth, and I hope you use stories more in your copy.

Leave a comment if you found this helpful, and share.

16 Responses

  1. Wow!!! This is amazing I just joined your community yesterday and I’m getting value already thank you very much Kendra

  2. Hello Kendra,

    I really love this amazing article…

    What struck me most is how you distill the lesson of story telling in copy as simple as possible for anyone to understand.

    Reading this masterpiece has boosted my performance of storytelling in any copy I write from henceforth.

    Thank you

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