4 Storytelling Formulas To Create CONTENT That SELLS 💸


Riddle me this… What is as old as time but
reborn every single day? You can hear it, see it, smell it, taste it,
feel it… But it’s completely invisible. It exists in every single country in the world,
yet you still take it with you everywhere you go. Any guesses…? Hey guys, it’s Alex. I’m so glad you’re here. And yes, I’m sure many of you have guessed
the riddle by now thanks to the title of this video… The answer of course is STORYTELLING. It’s the most potent form of human communication
and has been around since prehistoric times. So yes, it’s as old as time. Yet new stories are being told every single
day. Storytelling evokes all of your senses. According to storytelling analyst Lisa Cron
in her book, Wired For Story: the regions of the brain that process the sights, sounds,
tastes, and movement of real life are activated when we’re engrossed in a compelling narrative. So, when a story enthralls us, we are inside
of it, feeling what the protagonist feels, and experiencing it as if it were indeed happening
to us. So there you have it, you can hear it, see
it, smell it, taste it, feel it… Yet it’s completely invisible. Every culture on the planet has storytelling
built into its DNA. It’s how traditions and customs and norms
are passed through the generations. And before there was the printing press, and
digital archives, and voice memos and Siri, and YouTube, verbal storytelling was the backbone
of education and advancement. We all remember the stories that our parents
and grandparents have told us about their parents and their grandparents, and we’ll
pass those stories onto our children too. So yes, storytelling exists in every single
country in the world, yet you take it with you on your journey through life, everywhere
you go. There’s no doubt that storytelling is insanely
powerful… And I’m definitely not the first person
to tell you that this form of communication is absolutely critical for engaging your audience… Especially in a saturated, and highly-competitive
market. Every good copywriter and marketer knows this
to be true, and uses storytelling structures in their sales letters, landing pages, campaigns,
and website copy. It creates relatability, authority, and trust
with your prospect. But how exactly do you weave storytelling
into your copy, and what are some of the best formulas that have worked time and time again? Well I’m here to share my top four storytelling
techniques which I have used again and again in my work. And if you want to learn more copywriting,
marketing, and branding techniques, I share a new tutorial every single week right here
on my channel — so if you’re not already part of the posse yet, click subscribe below
to join us. And if you’ve been with me for awhile, thank
you so much! Give me a Thumbs up below to let me know you’re
here! Alright, now let’s move on to our list of
storytelling techniques, starting with the most classic of them all… You’ve likely heard of it… The Hero’s Journey Also known as the Monomyth, The Hero’s Journey
was conceptualized by Joseph Campbell in his book, A Hero With A Thousand Faces. This story structure has been used in films,
and comics, and literature around the world. It features a hero — also known as the protagonist
— as they are called to awaken their potential by setting out on a difficult journey, and
ultimately triumphing over adversity. The Hero’s Journey, which has inspired marketers
and screenwriters throughout the past century, can be summarized into three main acts:
The first is The Departure: When an external event compels the Hero to leave their ordinary
world. Second, The Initiation: When the hero ventures
into an unfamiliar territory (also known as the “unknown world”), meets a mentor or
guide and, of course, deals with a variety of trials and challenges along the way. And lastly, The Return: The Hero overcomes
their struggles and is stronger and wiser, returning to their Ordinary World with a sense
of victory. You can clearly see this story arc in works
like Star Wars, Batman, Game of Thrones, The Matrix, I could go on and on. What is your favorite movie with a Hero’s
Journey plot line? Let me know in the comments below! Now, the Hero’s Journey has been fiercely
studied by writers and marketers ever since Joseph Campbell’s book was released and
there are tons of amazing resources available that will walk you through this story arc
step by step. I’ll share some of those resources with
you at the end of this video to point you in the right direction. Alright, moving onto storytelling technique
#2… Future Pacing Future Pacing is a type of storytelling that
allows the reader to imagine themselves in their ideal future. It’s a technique famously used in Neuro-Linguistic
Programming or NLP, a unique approach to influential communication that is used by many of the
world’s notable communicators like Oprah, Martin Luther King, Tony Robbins, and many
more. Now NLP is a whole science that takes hours
and hours and hours to master, and I am NO EXPERT, but this one particular technique
can be used pretty powerfully in copywriting. The only thing you really need to know is
the ONE thing your prospects are looking for. That singular benefit. And once you’ve discovered it, use Future
Pacing throughout your sales copy to help them visualize their dream life – or in
other words, the life that they’d have AFTER you help them overcome their problem. Remember, your brain can not tell the difference
between positive memories that have already happened or positive future dreams. So by allowing your reader to imagine what’s
to come, you’re telling their brain that it’s already happened and therefore possible
to achieve. If you can believe it, you can achieve it,
as they say. The trick, though, is to use present tense
so that their brain recognizes it as an event that is happening or has already happened. It’s also important to get highly specific
with your future pacing. For example, instead of saying “You wake
up in your hotel room on your dream holiday”, go with: “You wake up, not to the sound of a buzzing
alarm, but to the exotic chirps of island birds perched outside your window. You hear waves softly lapping at the shore
as you slowly stretch out under your king duvet. You can’t remember the last time you slept
so soundly. If someone told you just three weeks ago that
you’d end up here, you wouldn’t have believed them.” See the difference? You guys want to give it a try? Comment below with a powerful Future Pacing
statement about your own life or business. And keep it specific to just ONE thing you
want to achieve. So here’s one for me. I wake up on a gorgeous Sunday morning. The sun is filtering through the vibrant green
chestnut tree in front of my house on what was supposed to be a rainy day. And I check my phone, I open the YouTube app
and realize I have just hit 100,000 subscribers…. Ahhh… That feels good. Ok now let’s move onto to storytelling technique
#3… What I call… The Trouble Maker So this is a technique inspired by my good
friend, Perry Belcher the co-owner of Digital Marketer and amazing copywriter. Earlier this year, Perry spoke at my Mastermind,
Flightclub, and delivered a powerful talk on storytelling. Now Perry is an avid student of storytelling
techniques and takes a page from Hollywood screenplays when writing his high-converting
sales letters. He bases his copy on the fundamental truth
that “nothing, and I mean nothing, is more interesting than trouble”. Trouble creates drama, drama creates attention,
therefore making the story more memorable and effective. And, of course, the trouble scenarios he writes
about reflect the problem that his product or service is attempting to solve. Perry encourages copywriters to introduce
trouble early on to capture attention and there are two ways you can do this… The first is what I call The Build-Up: Where
everything seems to be going right, you’re setting the scene, you’re describing the
main character, you’re building the tension… Ad then, just as the reader suspects, everything
goes terribly wrong… And the second is what I call the “Sh*t
Storm”: Where you start your story right in the middle of chaos. Making your reader go- Wait? What? How did we get here? What happened? And how do we get out? You’ll see this technique used more and
more nowadays because people want trouble right away! Or else they get bored and they bounce. The key though is to draw your prospects into
that story world, and then turn it upside down with trouble. So this can be done by describing color, emotions,
season, time, texture, activity, geography, mood, sound, or even smell. This technique is conceptualized by Blake
Snyder in his bestselling screenwriting book, Save The Cat! Now, This is one of the first books I recommend
you read if you want to become a copywriter. To learn the other 5, you can watch my video
right here. Alright and here’s a bonus tip: Perry has
even used real life stories as inspiration for his copy. Because let’s be honest, true events work
even better to make your story believable and relatable! So good thing the media loves trouble just
as much as your readers do! It’s not hard to find a calamity to write
about. And of course, use these stories for inspiration
only – everything you write needs to be your original work. Alright so let’s move onto storytelling
technique number four… The Before-After-Bridge Not up for Hollywood drama? That’s ok, this B-A-B technique is one of
the simplest copywriting tools that has been used in advertising since the dawn of the
Mad Men era. The Before-After-Bridge works because it moves
your prospect from focusing on features and tools, to how it will help them improve their
life. So here’s a quick breakdown. In the Before: You show your reader the world
before your solution. The key is to get them to identify with the
problem you are presenting. A company that uses this technique really
well is M.M.La Fleur, a wardrobe solution for professional women who, guess what — don’t
like to shop. It goes something like this: “You’re bored
of wearing boring pant suits but you have better things to worry about than what to
wear. You want to take the work out of dressing
for work. If only there were a practical, inspired wardrobe
for professional women.” You then move on to the After. Which is where you show your readers what
their world will look like after your solution. M.M. La Fleur describes the After like so… “But imagine if you could instead just focus
on succeeding in the workplace and harnessing the power of your self-presentation… While dressing with ease.” So now you’ve now created a gap in between
these two worlds, the before and the after that your prospects want to fill. So now all you have to do is Bridge that gap. Enter your product or service. M.M La Fleur bridges the gap by saying… “Fill out a brief survey and arrive to a
dressing room curated based on your fit and style preferences. Work one-on-one with a personal stylist, while
enjoying coffee or prosecco. Our goal is to treat you to the most productive,
personalized, and stress-free shopping experience of your life.” To their practical target audience, that sounds
heavenly. They feel heard, they feel understood, and
they’re given an easy solution to solve their problem. So there you have it! Those are my top four storytelling techniques
for copywriting. I hope they give you a good idea of how you
can engage your audience with story. So as always, show me some love below if you
found this video helpful! And if you want to find out more about these
storytelling techniques, you can check the links that I’ve added in the description
below. Here are some videos for you to check out
next. And I’ll be back next week with a brand
new video, so be sure to hit subscribe so you don’t miss it. As always, thank you for watching, and have
a great week. I’m Alex. Ciao for now!

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