Today’s lesson – how to write a good story

You’ll want to save this one [The Writer’ s Life]( September 29, 2022 "Story, as it turns out, was crucial to our evolution — more so than opposable thumbs. Opposable thumbs let us hang on; story told us what to hang on to." – Lisa Cron Hi there, {NAME}! Today we're going to work on writing better stories … Ones that connect with readers and keep them reading to the end. Yesterday I gave you the 4-step formula for writing a good case study … the before and after stories companies use to provide the ultimate form of proof and credibility. But today I want to pull back a bit and reveal what makes a good story, well … good? Our Senior Copy Chief Sandy Franks happens to be one of my favorite storytellers … she is truly gifted at engaging you in anything she writes, and keeping you interested all the way to the end. How does she do it? Today she breaks down the three elements of a good story, and gives you direction on how to incorporate them in every story you write … Giving your stories more meaning to your reader … And ultimately, getting them to take action. #minicopywritinglesson Over to you, Sandy! [Rebecca Matter’ s signature] Rebecca --------------------------------------------------------------- We crave them … in fact we can't wait to read or listen to one. And when we're finished, we feel good. I'm talking about stories. The reason we react so well to a good story is because our brains are wired for them. Literally. Princeton Neuroscience Professor Uri Hasson, who has been researching and studying how the brain works since 2004, says that "a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience." When you can get your reader to feel this way, there's a higher chance they'll read much of what you've written … all the way to the point where you ask them to take some action … such as hitting the buy button or "clicking here" for more details. But it's more than just a feeling you create with the story you are sharing with your reader … Scientists have also found that certain chemicals such as dopamine, cortisol, and oxytocin are released when we read or hear a good story. And those chemicals are often associated with happiness and trust. This matters because when a reader trusts what you say, it reduces the "buyer anxiety" they experience, making them more inclined to buy. But how do you actually write a story that moves a reader to action while at the same time kicking in all those brain chemicals? Good thing you asked! There are three elements that make a story just too good to put down: unique, captivating, and emotional. Let me walk you through each one of these, so you better understand how to write a good story … Story Element #1 Unique: It almost goes without saying that the more unique you make your story, the more it will stand out to the reader. Think of it like this … the person you are writing to is desperately looking for something different. No one … not your reader, not even yourself, wants to waste time reading a piece of content or copy that seems like something they've read about in a hundred other places. Instead they crave something new … something different … something unique. For you as a writer, there's only one way to come up with a unique story and that's through research. Research is what leads you to an unusual statistic, an interesting piece of history, or what legendary copywriter Don Mahoney called a "golden nugget" … a bit of information that really pops off the page. Story Element #2: Captivating: As you search for your "golden nugget," what you're looking for is something that is both relevant and meaningful to your target audience. This means the research you do should be in niches directly related to what you are selling. For instance, if you are writing about alternative health supplements, you'll want to read through a lot of material on the subject matter. That might include scientific studies, books, case studies, specific websites, newspaper articles, etc. You'll not only be uncovering relevant information, but you'll also become well-versed in the product. And the deeper understanding you have of the product you are ultimately selling (yes, even if you're writing content!), the more persuasive your writing becomes. But you'll also want to do research in places where your target audience hangs out … The Internet is filled with communities and forums of all sorts. And it's here you'll discover the questions and concerns, comments … you'll literally see the conversations your prospect is having about the product or service. You'll even pick up on the language they use, which you can infuse into your copy as well. Another tip that helps make the story you are telling relevant to your prospect is using the word YOU. As Dale Carnegie once said, "Remember that a person's name, is to that person, the sweetest and most important sound in any language." Story Element #3 Emotional: One of the best ways to make a story emotional is to show your prospect how they overcome obstacles and challenges using the product or service you are selling. Some call it the "zero to hero" technique. You can do this by using a customer testimonial, but you're telling readers how this person's life changed after they used the product. Maybe they were struggling to lose weight, something they'd dealt with for years. They tried all kinds of methods, but nothing seemed to work … that is until they tried this particular weight loss product. And the pounds melted away like butter. Now they're in better shape and feel good too. To use a customer testimonial in this way, you have to include the details. How long did they struggle? Did they feel depressed or was their health declining? How long did it take before they saw results? And what is their health condition now? By adding the details, you bring the story to life. But you're also making it easy for the reader to see themselves in that situation. (This is why [case studies are so darn effective](!) And when this happens, you know those happy brain chemicals are activated and your prospect is more likely to ultimately buy. Of course, the more times that happens, the more sales you make for your client, which makes them happy too. And that sets off a chain reaction … Because when your client is happy with the results of your copy, they'll want you to write more often. And the more you write, the more money you make. Which makes you happy too! Learn the art of storytelling in your copy and content and you'll see a dramatic increase in your income. If you're looking for a way to start making money writing stories, I highly recommend you [learn to write Case Studies](. Along with getting paid $1,500 to write these short, fun, 2-page stories … you'll set yourself up to write other effective copy and content in the future. I like to think of case studies as the ultimate way to "earn while you learn" to write meaningful and impactful stories. [See what I mean here.]( And either way, practice the three elements I gave you above the next time you write a story. I guarantee it will be more engaging and effective at connecting with the reader. Sandy Franks AWAI Senior Copy Chief --------------------------------------------------------------- How to Get Free Stuff as a Writer Imagine scoring free vacations … dinners out … gym equipment … house repairs … relaxing spa getaways … Barefoot Writers have a hidden avenue to land incredible bonuses — at zero cost … On top of enjoying total career freedom. Discover how it's done with our special report, 130 Amazing Perks and Freebies for Barefoot Writers (and How to Get Them!) — yours free with an $11 subscription to Barefoot Writer magazine. [Click Here Now For Details]( What's Hot at AWAI … 👀 LAST CHANCE: [Get certified as a case study writer!]( 😄 Get paid to write feel-good stories!? Yes, please! [Find out more here!]( 😎 [You might be cut out for case study writing if …]( 🙌 [Writing before-and-after stories of hope and possibility.]( We'd say 18k is a REALLY good number! [Social media post about successfully setting up a Facebook page for a client despite feeling uncertain about doing something new] We love updates like these, Edwina! Way to take a chance and believe in yourself. We can't wait for the next update! Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! Succeed FASTER with a Built-In Support System Bootcamp is "must-attend" because of the expert presentations and the chance to connect with and get hired by marketers … But it's also been a launchpad for many copywriters because of the connections they've made with other writers. No matter where you are in your copywriting journey, you'll find like-minded writers at Bootcamp — with similar goals and fears. They'll become friends, confidants, and accountability partners … And will greatly increase your chances of succeeding faster. [Don't miss out!]( Featured Writing Jobs Marketing Copywriter, Admissions – Florida Atlantic University Full-time, Boca Raton, FL Able to work independently and use creative conceptual skills in storytelling across multiple mediums. --------------------------------------------------------------- SEO Project Manager and Editor – Kforce Technology Contractor, Benton Harbor, MI The Search Engine Optimization (SEO) Project Manager and Editor is responsible for writing, editing and proofing article copy for eCommerce and Marketing teams. --------------------------------------------------------------- Sr. UX Writer – CrowdStrike Full-time, Remote Write thoughtful, helpful UX microcopy: headings, labels, calls to actions, and errors. --------------------------------------------------------------- You can find all of these jobs and thousands more on [WritersWanted.com](. Access is currently available with [The AWAI Method™]( and will be opened up to additional AWAI members in the near future. 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