Copywriters Podcast23 Mars

Introducing 7 Types Of Microstories

Let’s talk about something small.

Very small.

Small enough that most copywriters are forced tooverlook it, most of the time.

Because we’ve all been trained to think in termsof big persuasive assets.

The sales letter… the long-form VSL… the casestudy… the big story that carries the whole argument.

And those still matter.

But that’s not what most of us are writing mostof the time.

Most of the time, we’re writing in tight spaces.

Openings… transitions… subject lines… leads….things like that.

Now, we think about those things, for sure. Weworry about those things. We obsess over those things.

But rarely do we think thatwe have room to tell a whole story in those cramped, constrained spaces.

Well, recently I’ve been workshopping a new bookcalled Microstories.

It’s the next step of a new kind of story aftermy book The Persuasion Story Code.

Microstories is a book about compressed persuasion.

See, I kept noticing — in my own work and in thework of other copywriters — what I noticed was that sometimes, the smallestnarrative fragments were doing the heaviest lifting.

Stories that were just one sentence.

Or a mere two lines.

And that small fragment would establish credibility…or soothe an objection… or even, shift a belief.

All without announcing itself as “a story.”

I’m going to share some of my early work fromthe new book today. Stuff you can use right away.

My latest book, The Persuasion Story Code:

https://www.amazon.com/dp/B0CFD2KXNQ

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(491)

The Persuasion Power of IMperfection

It turns out in the larger world of culture and fashion, we’ve reached a breaking point. This is important for copywriting because of something we’ve always known and practiced, and today we’re going ...

14 Sep 29min

Old Masters Series: Robert Collier

He is known for one of the most famous sayings in copywriting: “Enter the conversation already going on in the prospect’s mind.”Yet most copywriters don’t know much about him, or even who he is.That w...

7 Sep 32min

Back To School For Copywriters

Somewhere near you, right now, there's a store with a whole aisle of spiral notebooks marked down to 79 cents.The gargantuan engines of the big yellow buses are getting tuned up or are already tuned u...

31 Aug 29min

Protecting Your Freelance Business, With Copywriter Kim Krause Schwalm

How do you make the transition from having a job to being a freelance copywriter?Or, maybe more to the point, if you’re already a freelancer, how do you do what you do and get all the advantages of be...

24 Aug 32min

The Magic Power of DON’T

Nathan came up with the idea for this show, and it started, of all places, in his mom’s kitchen.Here’s what happened: If Mom says dinner will be ready in 30 minutes, Nathan is much less likely to go d...

17 Aug 34min

The Master Key To Persuasion

I was rummaging around on youtube when I came across this video with an outrageous claim:“This book literally teaches you to think like a Harvard lawyer.”My skepticism shot into high gear, but when I ...

10 Aug 33min

More Screenwriting Secrets For Copywriters

This week I had a great conversation with a Hollywood screenwriting coach and screenwriter himself, and it reminded me about how much people in Hollywood know that copywriters can learn and use.One of...

3 Aug 28min

Old Masters Series, Advertising’s Founder, Albert Lasker Part 3

Today we’re continuing with Part 3 of our Old Masters Series, focusing on the contributions of Albert Lasker. That’s because in 1898, Albert Lasker arrived in Chicago to work at Lord and Thomas, which...

27 Juli 36min