Copywriters Podcast

Most everyone accepts that stories are THE best way to grab and hold someone’s attention. But does that mean ANY story you use in your copy will help you with your sales? A lot of people seem to have never asked or considered that question. Today we dig into it. You see, Joseph Campbell’s 1949 book “The Hero with a Thousand Faces” eventually launched a revolution in storytelling. Especially among professional storytellers. Campbell’s idea of The Hero’s Journey has become accepted truth as THE way to tell a story for many people. Is that really true in copy? We take a careful look at this question today. And we come up with some answers so you don’t make the mistake I’ve seen so many copywriters make with their stories. I want to say up-front that I am not against Hero’s Journey stories. I have spent a large part of my life studying them and an even larger part of my life reading, watching and enjoying them. My main point today is that you should use them as they were intended to be used, and where they