The Story Copywriter Podcast

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Video can be a fast, effective way to build trust with new potential customers. The trouble is, most business video misses the mark. We worry about the technicalities of lighting, equipment and presentation, when what matters most is the script.

On this episode, I interview copywriter James Daniel. James runs a video production service called Scripteroo. As the name implies, he’s all about the script! Listen now to learn about the different types of structure you can use for your video. 

James has also offered a free set of video script templates, which you can find at https://scripteroo.com/video-script-templates/. (I strongly recommend downloading these!)

Find James on: LinkedIn | Website

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Humans are rationalising creatures, not rational creatures. We tell stories to ourselves and each other all day long. At the highest level, these stories perpetuate or challenge the ‘status quo’, or the way things are.

I’ve recently helped a friend and client, Derek Dearden, to publish a book about this called The Letter from 2100: A Possible World for your Grandchildren. On this episode I interview Derek about the book and explore Derek’s experience with Amazon’s self publishing platform.

Derek’s website is https://oneworldthatworks.org/. You can subscribe to his email list there to continue the conversation.

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Did you know that storytelling can help with your SEO (Search Engine Optimisation) efforts?

To discover how, I recently spoke to copywriter and SEO expert Sam Boyd. Listen now to learn:

• Why to get ‘beta readers’ for any substantial piece of writing
• How stories can help you ‘sell without selling’
• How stories can be used to illustrate the need for a product
• How to place stories in customer testimonials
• How to tell customer stories that sound authentic (because they are!)
• Why your stories don’t need to be perfect
• How long your articles should be
• How often to publish
• How to organise your content to boost rankings
• How to write compelling case studies
• How long an SEO content project should take to deliver results
• How to research content ideas

Sam can be found at www.copysmiths.com.

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A few months back I was interviewed by Danny Iny’s team at Mirasee for their podcast Making It. On the show I talked about my journey into copywriting and some key lessons along the way. 

Danny’s team have kindly let me republish the interview here, so listen in and enjoy the show.

The Making It show can be found at https://mirasee.com/podcast/making-it/. Strongly recommended.

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In this episode, I explore how stories can help communicate your purpose and values. Listen now to learn:

• What barefoot running taught me about storytelling
• How storytelling allows you to understand yourself better, and gain perspective on your own values
• How to leverage the fractal nature of storytelling to build trust
• How to select stories that illustrate your core values

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Prefer to read rather than listen? Download the PDF Version

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Your effectiveness as a Story Copywriter is in part determined by your ability to produce quickly. Your ‘writing speed’ bears little relation to how many words per minute you can type. 

So what matters? How can you increase your writing productivity? Listen now to learn:

• The importance (and role) of ongoing research
• What skills you need to write quickly
• The number one problem that will sabotage your writing

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Prefer to read rather than listen? Download the PDF Version

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What time of day is best to write for optimum production? The short answer of course is ‘it depends on you’. However, after working as a copywriter for many years, and training many clients, I think the question of ‘when to write’ is more nuanced than it seems!

In this episode I discuss:

• My personal experience of writing at different times, and how to manage your energy
• How to minimise distractions
• WHERE to write, not just when
• Why drinking copious amounts of coffee may be hindering your writing

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I invited Orson back onto the Story Copywriter Podcast to continue our discussion about storytelling in video.

This wide-ranging conversation covers:

• Can you use ‘cliff-hangers’ in video to keep people watching?
• The ‘bouncy start’ vs the ‘chronological start’
• Different use cases for short and long form video
• The role of white space in story planning
• The role of background music
• Why sound effects matter more than music
• The different roles of sympathy and empathy in good storytelling
• How to use pacing to keep people watching
• How to specialise and collaborate as a Story Copywriter

Find out more about Orson’s work at https://www.mediable.com.au/

Listen to Part 1 of my conversation with Orson here.

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

Prefer to read rather than listen? Download the PDF Version

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Have you ever been through an extended period of struggle in your life or career, culminating in radical personal transformation?

If so, you have a ‘rebirth’ story on your hands! Learn how to apply the lessons of Sleeping Beauty, Frozen and Scrooge to your business storytelling. Learn:

• Why the rebirth plot is the close cousin of tragedy
• Why the plot is universally engaging and recognisable
• Who should use this plot to build trust with potential customers

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Prefer to read rather than listen? Download the PDF Version

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The ‘tragedy’ plot covers a wide range of stories that lack the ‘happy ending’ we are so used to seeing.

From a business storytelling perspective, you might be wondering, “why would I tell a tragedy story?” Why would you tell a story without a happy ending?

The answer is to draw your reader’s attention to a potentially deadly problem they may have overlooked. 

Listen now to learn:

• Why the ‘dark character’ in a tragedy plot is never truly ‘evil’
• Why tragedy stories have persisted in literature across milennia
• Why tragedy is relevant and pertinent to every one of us
• How and when to use it in business storytelling

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

Prefer to read rather than listen? Download the PDF Version

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The comedy plot archetype first emerged in Ancient Greece, and has played an important role in literature over the last 2000 years.

Can you use the comedy plot in business? Yes! Do you need to be funny to use it? NO! (Which for me at least, is just as well).

Listen now to learn:

• The key element at the heart of every successful comedy plot
• Where to use the comedy plot in your marketing (hint: probably NOT up front)
• How the comedy plot can help build trust with potential customers
• Why the comedy plot is a versatile hammer to have in your storytelling toolkit

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

Prefer to read rather than listen? Download the PDF Version

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This episode of the Story Copywriter Podcast looks at the second plot based on a journey: ‘Voyage and Return’.

Voyage and Return is a versatile plot, with wide ranging applications for business use. Listen now to learn:

• Why the return matters MUCH more than the journey
• Why the voyage should cause you to question your sense of self
• How to escalate drama and suspense throughout the story
• Why this plot is useful for business storytelling

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

Prefer to read rather than listen? Download the PDF Version

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Want to place a truly engaging story at the heart of your marketing? One of the oldest and most engaging plot archetypes is the quest…

It’s tempting to think of the quest as a ‘journey’. And while there IS always a physical journey in every quest, the journey is only a part of the hero’s ordeal!

Learn how the quest plot works in practice, what the main ingredients are, and how to use it in a business setting. In this episode Rob explains:

• The role of companions and ‘helper characters’ in every good quest plot
• The key characteristics of a quest
• The number one ingredient of a successful quest plot
• How to apply to a business setting

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

Prefer to read rather than listen? Download the PDF Version

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The ‘Rags to Riches’ plot is perhaps the easiest plot to use in business. Unfortunately, it’s also easy to get wrong, because most marketers only write about their riches!

The secret to Rags to Riches is that neither the rags nor the riches actually matter much (and are subjective). What matters is the part in the middle.

What is that part? Find out in this episode, and learn:

• Why ‘Rags to Riches’ is potentially a good place to start using the plot archetype
• The key elements of a good Rags to Riches story
• How the plot can go wrong

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

Prefer to read rather than listen? Download the PDF Version

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This episode reviews plot 1 of 7 from Christopher Booker’s book ‘The Seven Basic Plots’, and examines potential use cases in business. Listen now to learn:

• Why ‘Overcoming The Monster’ appears so often in literature
• The key elements of an ‘Overcoming The Monster’ plot
• Why I believe this plot likely isn’t right for your ‘signature story

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

Prefer to read rather than listen? Download the PDF Version

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Anyone can tell stories. Stories are an everyday part of the human experience. But what allows a great story to stand the test of time?

This episode takes a deep dive into the plot archetype structure. Rob reviews Christopher Booker’s book The 7 Basic Plots, and examines whether we can apply the key lessons to business storytelling. Listen now to learn:

• Why the plot archetype structure is a tool, not a requirement
• How to leverage deep principles to tell better stories
• How and where to use the plot archetype structure in your marketing

Listener Feedback

“Listened to your episode today. Opened my ears and eyes.
Really helped me get the storytelling formula into my thick head.

I was good at science in school – absolutely sh1t at English because I just couldn’t get my head around there not being a right or wrong answer.

Or should I say formula for good essay/article/email writing etc

Thanks for getting it all into perspective for me.

Looking forward to next weeks pod now.”

John Pickering

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It’s prediction time for 2022! Where should you focus your storytelling efforts? Listen now to learn:

• Why writing alone is a bad idea
• Different options for ‘copywriting in community’
• The three best ways to tell your story in your marketing (for 2022 and beyond)

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

Podcasting allows you to create your own ‘radio station’ to nurture potential customers.

In this episode I share my experience of three years of podcasting, including:

• How to determine the scope of your podcast
• Whether to record monologue or dialogue
• How to repurpose your podcast episodes into other media
• How to structure your podcast to deliver your message
• The technology I use

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

A book is an excellent way to promote your work and your business. Amazon has made book publishing easier than ever… in theory!

The question is, what should you write about? Should you include part of your personal story? How long should the book be? What offer should you put in the book? How long should the whole process take? What kind of results should you expect?

Get answers to all of the above – and more – in this episode of The Story Copywriter Podcast! Listen now to learn:

• How to plan your book to maximise results
• How and where to tell your story
• How to convert readers into paying clients