The Art of Storytelling in Sales Copy: Why Humans Are Wired for Stories
You ever notice how the best ads don’t feel like ads at all? Instead, they’re stories. You’re leaning in, almost forgetting the product entirely, until bam, you realise you’re sold. Here’s why: humans are wired for stories. It’s not a cute trick; it’s biology.
Why Storytelling Works (And Why Most Copy Lacks It)
Think back to when you were a kid, sitting wide-eyed as your grandparents told you a tale of their wild youth. You hung onto every word, didn’t you? That’s because our brains crave narrative. We process information in a story format, it’s how we make sense of the world. Yet, most sales copy feels like a boring lecture instead of an engaging narrative.
The 3 Elements of a Killer Story in Sales Copy
The Hook – This is the first line, the headline, the opening question. If it doesn’t grab attention, you’ve lost. Think of it as the moment in a movie where something dramatic happens in the first five minutes.
Example: “I almost lost my entire business because of one tiny mistake, here’s what happened.”
The Struggle – People relate to struggle. Whether it’s a business hitting rock bottom or a client struggling with a common pain point, this is where empathy kicks in. They see themselves in the story.
Example: “For years, my client couldn’t figure out why their ads weren’t converting, until we changed just one sentence in their copy.”
The Resolution – This is where you tie it all together, showing how the product or service was the turning point. Make it clear, satisfying, and actionable.
Example: “After implementing this small tweak, their conversion rates shot up 300% in a month. The best part? You can do it too.”
How to Weave Stories Into Your Copy
Not every piece of copy needs a full-blown saga, but you can add elements of storytelling in subtle ways. Start with an intriguing opener, describe a relatable pain point, and end with a clear solution that feels like a hero’s victory.
Try it out in your next piece of copy , your audience might not remember the features, but they’ll remember the story.
