The Story Copywriter Podcast

Learn how to write stories that sell. Become a professional email copywriter. Sharpen your email marketing skills. If you're a podcast user you can subscribe now on Apple / Google:

Listen on Apple Podcasts
Listen on Google Podcasts

The Story Copywriter Podcast is also available in all the main podcast apps.

You can also download the episode MP3 files from this page. To receive a free email notification when new episodes are published join the Story Copywriters email list.

If you're new to the show please start at Episode 1: What is a Story Copywriter. The MP3 download link is always in the top right of the player.


Recent Episodes

Browse our most recent episodes below. The most recent episode is at the top.

Please note the MP3 download link is in the top right corner of the player.

Learning to write compelling stories is a valuable copywriting skill – but it also takes time and dedication.

Should YOU take the time to become a Story Copywriter? Is this a good match for your skills, interests and ambitions? Find out in this episode!

Read More

Please note the MP3 download link is in the top right corner of the player.

Are you a business owner who also likes to write? If time allowed, would you write more of your own copy?

If yes, you may be a good match for ‘Copywriting in Collaboration’!

Listen now to learn:

  • Why the balance of copywriting responsibility sits on a continuum
  • Why Copywriting in Collaboration allows everyone to play to their strengths
  • The mindset required to deliver great results
Read More

Please note the MP3 download link is in the top right corner of the player.

When I’m helping a business owner tell their story we always start with the Story Map Interview. The Story Map is a process to explore your story and map out the key events.

In this episode I share the key lessons I’ve learned from 5+ years of Story Map interviews. I discuss key insights for both the business owners and copywriters. Listen now to learn:

  • Why telling your story is best done in dialogue
  • How to capture emotional depth in the interview
  • How to convert the interview into a usable format – and beat the blank screen for good!

You can also see my Story Map interview questions here.

Read More

Please note the MP3 download link is in the top right corner of the player.

In this episode I share an interview I did with my friend and Google Ads expert Jonathan Wilson. We crammed a LOT of storytelling insights into this conversation!

You’ll find this conversation a good recap of recent episodes, and also a teaser of future episodes to come.

Download or listen in now. You can also grab the detailed PDF show notes.

Read More

Please note the MP3 download link is in the top right corner of the player.

Which stories should you tell in your marketing? Should you tell key events from your past? Or should you relate more everyday goings on?

This episode looks at the foundation of story selection. Discover the difference between a ‘core story’ and a ‘current story’, and the use case for each.

Listen now to learn:

  • How to identify your most emotionally compelling stories
  • Where to place each type of story in your follow-up sequences
  • Why a ‘current story’ can sometimes transition into a ‘core story’
  • How to come up with new ideas
Read More

Please note the MP3 download link is in the top right corner of the player.

“How often should I email” is perhaps the most-asked email marketing question. Will you ‘annoy’ your list by sending more frequent emails? How do you determine the most appropriate publishing schedule? How do you DELIVER on that schedule?

The answer lies in consistency…

Listen now to learn:

  • How consistency encourages a regular reading habit
  • Why consistency adds tangible value to your email list
  • A simple calculation to determine optimal email frequenct
  • How to deliver consistently on your schedule
Read More

Please note the MP3 download link is in the top right corner of the player.

Editing is a critical part of the copywriting process. But how much should you edit? Where should you put your focus for the biggest gains? Listen now to learn:

  • Why perfectionism is the enemy – and how to beat it
  • The two most important editing steps
  • How long to leave between writing and editing (and why you need a gap)
  • How to apply the 80/20 principle for efficient editing
Read More

Please note the MP3 download link is in the top right corner of the player.

Learn how to keep people reading – by using conflict! Spice up your next marketing email with the three forms of conflict. Listen now to learn:

  • Why most of your conflict should NOT be physical peril
  • How to leverage internal dilemmas for added suspense
  • How conflict can help to upgrade your reader’s level of understanding about your topic
Read More

Please note the MP3 download link is in the top right corner of the player.

Learn how to lace intrigue and suspense throughout your stories to keep people reading. This episode includes a worked example and recent insights from Rob’s copywriting work. Listen now to learn:

  • How to lace suspense throughout a story – without making it too obvious
  • How to bring the reader into your story
  • How to let the reader walk in your shoes, feel your fears and share your peril!
Read More

Please note the MP3 download link is in the top right corner of the player.

You’ve had an idea for an email. You’ve got a great story to tell. You’ve planned the story using a timeline…

But now you’ve come to actually write the email, the blank Word document of doom is staring you in the face.

How do you convert your timeline into a draft email, without pulling your hair out? That’s the topic of today’s episode. Listen now to learn:

  • How to expand your timeline into an interim first draft
  • How (and why) to check your first draft for contrast and drama
  • How to expand your first draft into a fully drafted email
Read More

Please note the MP3 download link is in the top right corner of the player.

Learn how to connect seamlessly from your story to your sales message using the ‘one idea’. Listen now to learn:

  • How to ‘bridge’ between a story and your sales message
  • How to inverse the one idea to open up more connection possibilities
  • How to ‘seed’ the one idea for a seamless transition
Read More

Please note the MP3 download link is in the top right corner of the player.

In this episode we push pause for a moment, and catch up on the key insights from Episodes 1 – 11. Enjoy!

Read More

Please note the MP3 download link is in the top right corner of the player.

The timeline is a simple, low tech planning technique for creating effective stories. If you ever feel intimidated telling a story listen now to learn:

  • How the timeline can act as a series of prompts
  • How the timeline can maximise drama and maintain interest
  • How the timeline can prevent your story from developing a dual focus
Read More

Please note the MP3 download link is in the top right corner of the player.

Most marketers think they have a writing problem. “If only I could craft more compelling stories!” people will say.

Yes, the writing matters. But there’s good news: research matters more.

Once you master the art of ongoing research you’ll never suffer from writer’s block ever again. Listen now to learn:

  • Why ‘winging it’ is a recipe for disaster
  • Where to research ideas
  • How to capture them
  • How to organise them for fast retrieval
Read More

Please note the MP3 download link is in the top right corner of the player.

The stories you tell in your marketing don’t always have to be about you. This is a great relief to the majority of business owners I work with!

Today’s episode looks at the final story type: the ‘other’ story. Listen now to learn:

  • How to select interesting stories to tell
  • How telling one story can branch into many more
  • Where to place ‘other’ stories in your marketing
Read More

Please note the MP3 download link is in the top right corner of the player.

Personal stories are highly effective at building trust with new potential customers. In this episode we place personal stories under the spotlight.

Listen now to learn:

  • Why personal stories are effective
  • Where to place them
  • How long your personal stories should be
  • How many stories you should place in an email sequence
  • How to bridge from personal story to sales message
Read More

Please note the MP3 download link is in the top right corner of the player.

There are four types of story you can tell in your marketing: product stories, customer stories, personal stories and ‘other’ stories. They all can be used at different stages throughout the customer journey.

In this episode we examine the first two types: product stories and customer stories. 

Listen now to learn:

  • How to map stories to the customer journey using the ‘awareness ladder’
  • Where to place product stories for maximum impact
  • How to create interesting customer stories that build trust with potential customers
Read More

Please note the MP3 download link is in the top right corner of the player.

Before you start telling stories in your marketing you first need a clear grasp of the customer journey.

What does the ideal customer journey look like? Listen now to learn:

  • Why the customer journey is spherical rather than linear
  • How to structure your marketing follow-up systems for maximum sales!
  • How to identify missing ‘nurture’ and ‘training’ assets to shorten the sales cycle
Read More

Please note the MP3 download link is in the top right corner of the player.

Is implementation a bottleneck in your marketing? Are you ALWAYS scarce on time? If so you probably need an implementer…

Listen now to learn:

  • Why you NEED an implementer now more than ever
  • How to outsource to an implementer without losing control of the outcome
  • How to best manage the work an implementer does for you
Read More

Please note the MP3 download link is in the top right corner of the player.

What skills do you need to become a successful Story Copywriter? What are the requirements of the role? Do you need to be a naturally born Ernest Hemingway?

Fortunately, no! The key skills CAN be taught if you want to sit in the copywriter role. 

I believe the copywriter role is a fun role to play, and an evolving one. Learn more in this episode.

Read More
>