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.
And of course they should see themselves in this drama.
Fortunately, in this drama, nobody is knifed to death, and, on average, everyone lives happily ever after. Depending on how well you write, of course.
Which reminds me …
Want more copywriting advice? Pick up a free copy of Copywriting 101: How to How Craft Compelling Copy.
*Those are my daughter’s words.