The best copywriting stories aren't epic, just relatable. One example: comparing bad cold emails to a smelly tuna sandwich from elementary school. The mundane detail makes the pain point stick and the message land.
Difficult as a copywriter to know. Hey, how do I use real life stories and then incorporate them into my messaging in a way that's relevant? Well, here's a little secret. Stories don't have to be grandiose or give your reader goosebumps in order to make an impact. In fact, sometimes the simpler the story the better because they are more relatable. So here's an example of a simple story that I used in my marketing just a few weeks ago. So a few weeks ago I sent out an email to my list Talking about how 95% of the cold outreach emails I get are God awful. And I compared that to to a tuna sandwich. In my email I said cold outreach messages are kind of like that tuna sandwich your mom packed for your lunch that one time in eighth grade. You can smell its stench oozing from your locker as you walk out of third period English class, which is two floors away and on the opposite side of the building. Now, of course, that's a really relatable story. Maybe it brings back memories of your own tuna sandwich for lunch. But of course the key here is then to make it relatable and bring it back to your message.
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