What does it mean to you when I say “storytelling”? You’d be forgiven for thinking that I was dancing down a path of fairy tales but I promise that there is both art and science to creating messages that convert.
It is hard to know where to start when you’re talking about copy. Don’t you think?
What IS copy??
Copy is anything to do with words that you put together to get your message out there and to grow your business - it is typically anything associated with your marketing. It can be challenging to create great copy, but it is one of the keys to your success, and honestly most of the doubt and fear is your own resistance.
Nailing your copy helps you stand out from the crowd in terms of your message. It helps you really connect with your ideal client.
But it’s so important to find your voice!
There’s so much noise in the marketing world today that if you don’t find a way to get comfortable with your voice and your message, it can really let you down!
Creating copy is a learned skill, and it’s true that practice makes perfect. But love, if you let fear of failure hold you back then you’ll never get things moving!
When you put yourself out there, you learn about what works, and what really falls flat. You make changes as necessary, and you grow and get better with time.
The good news, ladies, is that you can absolutely fast track the learning curve! And that’s what we’re going to talk through today.
Check out the Show in the video here >>
First, what is your message foundation?
The foundation of your message is your brand and business identity. It is about you, knowing who you are and what you stand for.
It’s about setting in stone that business identity.
What is the reason that your business exists?
What is the impact that you want to make?
How are you showing up in your business to bring that impact to life and take it further?
And then it becomes about how can your ideal client relate to you?
How are you ensuring that you are consistent in your messages and what you put forward?
Let me give you some examples. I deliver training on a whole bunch of different topics related to being in business, primarily online business.
But there is a foundational message that goes through everything that I have to say, and that is targeted for my ideal clients—professional mums who want to get ahead in business, make an impact, and do something different.
My message is about you being able to step up and be your most confident self.
How can you start to be the CEO that your future business needs you to be right now?
That’s what it takes for you to grow. So we talk about confidence, what’s holding you back, a whole bunch of mindset stuff that’s really important for you to grow.
That is what I want you to start thinking about.
What is your core message?
Think about what you stand for, what values you have in your business.
How do you want to be described? What message do you have?
I delve about these into details in my FREE Five Focus Secrets Training. It’s the five secrets you need to master to focus on the right things in your business to create consistent growth in your audience AND your income. Make sure you grab your copy here
The art of storytelling
Now, you’ve got your foundational message. But how do you bring that to life? How do you connect with people through your copy?
Let’s talk about the art of storytelling.
What you want to do with your copy is to engage with people, invoke their emotions and make them want to connect with you.
Storytelling helps you make your message relatable. It helps you to make it something that your ideal client wants to know more about.
Did you know that our brains make connections in organic ways? That’s why mind-mapping works well for some people because the way we build connections between words and ideas is quite an organic process.
How often have you been listening to something and then there’s a spark of inspiration that’s completely unrelated to what you’re currently doing?
It could be something that you’ve been working on and suddenly the idea comes when you’re taking a bath or listening to some music.
Yet, we are taught to think and communicate in a linear fashion…with logic.
I spent over 10 years in a big four consulting company, and in the corporate world, it is full of structured processes—proper pronunciation, full sentence structures, logical presentations and ordering of ideas, etc.
Very scientific processes. Logical. Linear.
And so when we designed our products and services, we did it logically, with rational thought and design—it is almost impossible to go straight from that to writing copy about benefits and impact in a way that makes my ideal client want to connect with me.
That is where learning how to tell stories well will help you.
Think about fairy tales and movies—there is a basic structure to stories that draws us in. There’s a common pattern—we get emotionally invested in the outcome of whatever the problems are, we walk with them as they solve them, and then we get to the happily ever after part.
What you need to learn is how to tell a good story and use it in your copy.
Start with your story.
Before you write copy for your clients, it’s time to discover your own story with some longhand writing.
If you don’t have a story to tell, then you are just another commodity. Your story sets you apart from your competitors. It is how your ideal client truly connects with you.
It is not just about standing out and getting noticed.
It’s about building something that people care about and that they are willing to buy into.
They can connect with you because they know that you really understand where they are at.
It’s about framing your point of view. And about showing that you are a real person with a real
How do you construct a story?
There are four main steps to a story:
The Quest for Resolution
The New Balance
Literally, start with “Once upon a time.” I actually recommend that you go back and read some fairy tales to re-familiarise yourself with how the story structure works!
They start with “Once upon a time”. The Balance. The day-to-day normal.
And then one day something happens that creates turmoil in some way. That is The Unbalance. Realizing a problem or something that has gone wrong. Then The Quest for Resolution to try to solve the problem they are facing.
Then there’s a tipping point. Until finally, something happens that resolves the issue. This is the last part of your story, the New Balance—until finally happiness was restored.
The reason that storytelling is important is that it creates an emotional connection with your reader.
Using this structure leads them through the message that you are trying to get across. We are conditioned to this kind of storytelling from a very young age - it has all the emotional and psychological triggers that draw us in.
If you sat down and wrote a longhand story about your ideal client and where they are at once you’ve resolved their issues for them, you could tell the story of what that looks like ... that can then become the foundation of your copy, the reference that you go back to whenever you are writing new copy.
Make sure that your message is woven through all of the elements of the story.
Finally, as you are constructing your story, it should have a point. Otherwise, it won’t hold attention. That means that you want your ideal client to understand that the thing that was the turning point for them to get to the new balance, is the solution to their problem… the solution that only you know how to provide.
Learning the art of storytelling also means that you have to focus on learning something that makes that story compelling. It might be a single goal or something wonderful, a drama or a deeper truth.
It can set you apart in writing your copy and like everything that is worth learning, it’s just practice that will help you perfect it.
Storytelling, getting deep into your copy and really knowing your message that you are putting out there is one of the critical elements that all great marketers need to master. And if you are in business and looking to grow and stay in business? Then you need to become the best marketer that you can be.
It is so important that you are able to link your ideal client with the perfect solution to their problem, and that you know how to construct that into an offer that is simply irresistible to them.
For a limited time, I am offering a limited number of time slots for a FREE Biz Growth Breakthrough Call with me where we will delve into where you are at right now with your business and what the most impactful next steps are for you to be able to achieve the breakthrough that will up level your results.
They are very limited so hurry to grab your spot at the link below!