Everybody talks about storytelling.

The hero’s journey and how you can use it in copy and content to engage readers and move them through an experience.

But the point with any story is not to merely take them through a tale, that inevitably includes your product and convinces them to buy it.

No, the point in a story, is to have a point.

And your point as a business owner or copywriter, should always be to create change.

In the book “Wired for story” the Lisa Cron states:

“It’s crucial, because the instant a reader opens your book, his cognitive unconscious is hunting for a way to make life a little easier, see things a little clearer, understand people a bit better.”

That’s what your prospect is looking for underneath it all.

They are entering your world, your brand in one state…

…and have to come out of it in another, changed state (for the better).

So when writing your story arc, don’t start from the hero’s journey.

Start with the couple of questions they suggest in the book:

• What is it I want my readers to walk away thinking about?
• What point does my story make?
• How do I want to change the way my reader sees the world?

In other words, begin with the end in mind. The end being your audience, as always.

**And if you want to take this to the next level, I would always ask myself another important question. Careful…this one might be a little hard on the brain, forcing it to look inside…

How do I want to change the way I see my reader?

Because your story should empathize with readers – but also with you as the creator.

You can’t convey it properly unless you feel it and experience it at some level.

For me as a copywriter working with clients, this empathy comes from speaking to a lot of customers and from reading a lot of reviews or survey responses. It comes from watching user testing videos and sales call recordings for example.

I have to turn myself into a prospect, or I won’t be able to make my point.

The story will be weaker, and readers will feel it.

Conversion will suffer for it.

So, what’s your point?

If you want to dig deeper into this, I wrote about how I approach it as part of my Alchemical Transformation process™️. Specifically when it comes to the “Empathize & Guide” stage.

Quote and reflection of the day:

“Severing oneself from desire and being like a rock or tree, nothing will ever be achieved. Not departing from desire, but realizing a desireless right-mindedness – this is the Way.”

• Takuan Sōhō, The unfettered mind

You need desire to fuel you towards your goals, but you also need to be able to think clearly and to detach from it when the time comes. The right state of desire is free from uncontrolled passion and emotion. It’s directed and focused.