Stories are powerful, and have a way of drawing readers into the narrative by engaging their passions or stirring up emotions. Stories can make readers laugh or cry, be happy or sad, or be intrigued enough to keep reading. Good stories can sell, engage, or lead the reader to take action.
Because of the power and ability of stories to engage or influence readers, the art of using stories in copywriting is a critical skill for copywriters.
But for maximum effectiveness, stories need to be told the right way. There are many subtle techniques to the art of storytelling that can make a big difference in results. Mastering these techniques greatly improves the response rates and quality of the copywriter’s copy. When done right, people just can’t stop reading, and they will remember both the message and the story.
Practically every person, brand, or event of any significance has a good story behind it. For example, do you know the story behind the Clif Bar? How about the story behind Saddleback Leather, or the poignant, compelling story about his faithful companion, Blue? What about the story that made Subway and Jared famous (PDF version)?
The art of finding and telling the story is one of the most powerful skills that any copywriter can offer. The books below can help you to become a stronger, more compelling copywriter by learning how to develop and use stories effectively.
Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.”
In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits.
Made to Stick will transform the way you communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.
Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas—and tells us how we can apply these rules to making our own messages stick.
In Story, McKee expands on the concepts he teaches in his $450 seminars (considered a must by industry insiders), providing readers with the most comprehensive, integrated explanation of the craft of writing for the screen. No one better understands how all the elements of a screenplay fit together, and no one is better qualified to explain the “magic” of story construction and the relationship between structure and character than Robert McKee.
Must-read for managers on a powerful branding tool of the future.
Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools.
Recommended by managers of top international firms.
Covers both the internal and external benefits of storytelling for a business company.
Danish version sold more than 2000 copies.