A good story begins with a character in conflict, amplifies that conflict so life is miserable, and then ends with a resolution …
Even if that means a happy ending in an opera where every character is knifed to death.*
Good copywriting also begins with a character in conflict …
As a copywriter you amplify that conflict so life is unbearable, and then end the story with a resolution (think subscribe to an email newsletter, listen to a podcast, or purchase a physical product).
Look at the copy forumula PAS for an example of what I mean.
PAS stands for Problem-Agitate-Solve. You start with a meaningful Problem … Agitate it so it is unbearable … and then trot out the Solution.
Who is the main character in your copywriting story? Your customer, the reader.
The Perfect Illustration for Anyone Who Wants to Write Great Copy
