In your advertising and persuasive communication, harnessing the power of storytelling can transform your copy from mundane to magnetic. One particularly effective approach involves tapping into your customer’s pain points (we talked about identifying them in the last article) and molding them into narratives where the customer emerges as the hero.

Donald Miller is the creator of ‘Story Brand Marketing’ and his methods have taught droves of entrepreneurs the art of crafting copy that captivates and converts.  At UCB, you can learn more about Donald Miller’s methods at UCB’s HOPE ON DEMAND podcasts. You’ll find all sorts of business info there, including ‘Business Made Simple’ with Donald Miller.

As we mentioned in the last article, you will first need to dig deep into your customer’s challenges. What obstacles are hindering their progress? By understanding their struggles, you can empathize with their situation and establish a strong connection.

Next paint a vivid picture of the problem your customer faces. Relatable details can evoke emotions, drawing your audience into the narrative.  Your aim is to make them nod and say, “That’s me!”

Now, it’s time for the customer’s transformation. Cast your customer as the hero of the story. Introduce a solution that enables them to overcome their challenges. This solution, of course, aligns with your product or service and sets you up as the guide that gently leads them to the solution.

Illustrate how your customer’s life changes after adopting your solution. Convey the positive impact on their lives, whether it’s increased productivity, enhanced well-being, or simplified processes. Emphasize clarity and simplicity. Use concise language, avoiding jargon or complex terms. Your copy should be easily digestible and relatable.

Every story needs a call to action, and yours is no different. Invite your audience to take the next step—whether it’s making a purchase, signing up for a newsletter, or requesting more information.

Let’s look at example for the imaginary ABC Diner.

Identify the Pain: Tired of tasteless, generic meals? Longing for a welcoming atmosphere that feels like home?

Paint a picture of the Problem: Picture this: weary diners trudging through their day, seeking an escape from bland dining experiences. Their taste buds yearn for excitement, for a culinary journey that resonates with their desires.

Position the Customer as the Hero: Introduce ABC Diner’s mouthwatering menu and inviting ambiance as the solution. Let your customers be the heroes who choose to savor every bite of their unique dining adventure.

Showcase the Transformation: Imagine the scene: patrons savoring chef-crafted dishes bursting with flavors. The once-tired faces now light up with delight. ABC Diner has turned mundane meals and everyday dining into extraordinary experiences.

Embrace simplicity in your language. Describe the dishes with sensory-rich words and relatable phrasing. Make sure the experience feels approachable and understandable to all.

By utilizing this approach, you can create copy that resonates deeply with customers just like ABC Diner.  By addressing customers’ dining dilemmas and showcasing them as the heroes of their own taste adventure, a narrative emerges that goes beyond mere advertising—it becomes a tantalizing invitation to embark on a culinary journey like no other.

You can master this too by putting your customer at the center of the story. Remember, impactful copy isn’t just about selling; it’s about forging connections and guiding patrons toward experiences that can elevate their lives.


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