In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. The '2-Step Template' uses the 'conversation' aspect to create a chat bot type interaction with a new potential client. This ad format uses multiple messages to attract the attention of your ideal client, then funnel them down the most relevant path. Th…

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If things can go terribly wrong for your clients, especially if they make poor choices, then the prediction or warning is a good template to start with. The prediction or warning is essentially a story of change. You open your message by making a predic…

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you work in an industry not generally considered 'marketing savvy', then the Confession Template may be a good starting point. The confession is a specific structural template designed to evoke curiosity and encourage ideal clients to subscribe to yo…

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you have several 'signature success stories', then the results-led template may be an effective way to capture the attention of your ideal client. The results-led approach is perhaps the most direct 'hook' you can use in your conversation ad. In effe…

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you're work is mission-driven then you may want to test the purpose-led template... The 'purpose-led' template leads with your mission and purpose as the 'hook' of the message. In Simon Sinek's terminology, you're tapping into WHY you do what you do,…

Over the next few episodes I'll be exploring specific templates from my LinkedIn Ads Conversation Ad Template Pack. The first and most important template is the problem-led approach... When you're a true expert in your field, it's desperately easy to skip or skim over the problem and write about the solution. The trouble is, clients only want to he…

If you know your ideal clients are active on LinkedIn, then it makes sense to allocate an advertising budget to reach them. At the same time, you're worried about wasting a metric ton of cash. You've heard that LinkedIn Ads can be expensive. You only want to invest a little in your ads to begin with while you prove the use case. In this scenario, '…

Some of your marketing efforts will deliver high-value, rewarding, profitable clients; and some will not. The trouble is, you usually can’t tell upfront which segments of your marketing are delivering the right leads. If you can find out which slice of your marketing pie is delivering the right people, you can cut out the rest and focus all your re…

Part 2 of this mini-series on bidding and budgets examines how much to spend in the 'testing phase' of a new account, and key things to measure after you have generated a lead. Listen now as I discuss: Guidance in initial testing budgets How quickly to scale Why 'Time to Money' is one of your key campaign metrics - and one you won't find in your ad…

The most frequent question I’m asked about LinkedIn ads, Google Ads, or any kind of paid ads, is “does it work?” The answer to which, is yes. The ad network will take your money and show your ad, 100% of the time. So yes, it works. The question behind the question is will it work for you? The answer to which depends on any number of factors: the pr…

Running ads to promote your own business can feel like a scary and exciting emotional rollercoaster. It's easy to get down when results don't go your way, when in fact you may be one variable away from success. (Most advertisers go big too fast, and then give up too soon). On this episode, I explore how to nurture a detached 'Stoic' outlook to mana…

Every business needs at least one source of consistent good quality leads. That source could be online or off, digital or analogue (i.e. in-person). I've come to the assessment in recent years that EVERY business should have at least one paid advertising platform as part of your marketing approach. Even if it isn't your primary source of leads, run…

Podcasting is perhaps the easiest way to communicate your knowledge to the world. Most business owners find it easier to talk than to write - at least on a consistent basis! In this conversation, Rob Drummond and podcasting expert James Marriott explore the concept of 'purposeful podcasting'. If your work makes a real difference to the people you s…

'Editing' is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you're editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required. Last time I updated my Simple Story Selling book, I employed …

I’ve been podcasting, on and off, for five years. Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time. But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily for the content. But asking people to listen to rambling thoughts on …

Processes are foundational to any successful system. If you find your marketing communications are sporadic or inconsistent, that in part can be a failure of process. A good process not only frees up your own time, it also absolves your staff (or remote team) of responsibility when things go wrong. If they followed the process, then blame the proce…

Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising. The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers - is no different. In fact, there’s no reason …

If you run an expertise-based service business, chances are you need to educate new potential clients when they enter your world. That 'education' could take various forms: social posts, webinar, book, email sequence, video. Many of these things go hand in hand as part of a cohesive marketing strategy. But for me, email is still the best way to fos…

Good storytelling communicates the core essence of who you are and what you can do for your clients. In short, we're showcasing and broadcasting your unique genius. But to broadcast your genius, you first have to be crystal clear on what that genius is. Uncovering your genius by yourself is hard. We easily under-appreciate the value we really provi…

There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer. On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss: Why the old style of marketing repetition isn’t …

Your storytelling can only be as good as your awareness of the world around you. This awareness is multi-dimensional and runs DEEP into what it means to be human. This episode could well become a foundational pillar of everything else that I teach. Listen in as Marti Spiegelman and I discuss: Why awareness and consciousness are intimately tied to s…

Telling your story is an authentic way to build trust with potential customers. But should everyone be telling stories, regardless of industry? How do you make the story relevant to your message? On this episode I pick apart these questions with pro copywriter James Daniel. Listen now as we discuss: Why stories prime your customer's mind in thinkin…

A LOT of people have jumped on the AI copywriting bandwagon this year. The thing that separates the beginners from the pros is your ability to create effective prompts. One of the best people I know at creating prompts is repeat podcast guest Orson Lord. Orson is a videographer and storyteller, but has also gone DEEP down the AI rabbit hole. Listen…

I keep coming back to storytelling in my work as a core technology of human connection. The principle that underpins this is human consciousness. On a purely functional level a good story raises your reader's level of consciousness about themselves or the world around them. In this episode Marti Spiegelman explains why this matters in business, and…

Bill Mueller is one of those people. Bill is an experienced email copywriter with a passion for storytelling and the founder of 'The Story Sales Machine'. I'm delighted that Bill agreed to come on the Story Copywriter Podcast to share his expertise and compare notes! Listen in now to learn: Why email offers the highest ROI for storytelling How to s…

Mike Garner is a content and email conversion copywriter. He has a simple and important message: your story matters! On this call we discuss Mike's forthcoming book Stories That Matter: The Everyday Stories of Extraordinary Business People, plus a ton of storytelling insights. Listen in now to learn: How good storytelling is a catalyst for change W…

Publishing a book is the most effective way to position yourself as the go-to expert in your niche. What's more, writing the book that only you can write is also a journey of discovery! (Sometimes called 'type 3 fun'...) In writing your book you get to step back and discover who you really are. On this episode I interview Isse Muratspahić, a book c…

The three reasons to infuse your marketing with authentic stories are to entertain, educate and enlighten. Often we’re laying the groundwork for an offer that will come down the line. BUT when that offer comes, it needs to be right! In 2019 Angela Tsai and her business partner launched a bunch of products and courses that totally flopped. So, she s…

'Story Selling' is the art and craft of telling stories to sell high value products and services. But how should you structure your stories to attract your ideal client? Is the 'hero's journey' structure really your best option? On this episode I interview Roy Furr, author of The Ultimate Selling Story. Roy talks through his PAISA formula for story…

On this episode I catch up with Roberta Ravella, who is a course graduate of my Nurture Email Mastery course. Roberta is a marketing strategist for realtors and mortgage professionals. I think Roberta does a great job of telling stories in her work! In this wide-ranging conversation we discuss: How to select relatable stories to tell How tell stori…

The storytelling work I do with my clients is entirely interview-driven. I interview people to explore and document their story, then present that story outwards through their marketing communications. However the customer stories you gather can also be used to develop new products, drive innovation and sharpen your competitive edge. Stories can fa…

The "customer journey" is one of my favourite marketing metaphors. If you sell high value services, you usually need to take new potential customers on a 'journey' before they're ready to buy. But what should that journey look like? And is it all about the tech? On this episode I interview customer journey architect Aveline Clarke. Listen in now as…

“Which email marketing platform should I use?” is an evergreen marketing question! It takes real time and investment to setup any email marketing tool. You need to be sure you are making the right choice. On this episode I interview systems expert Gareth Everson. Listen in now as we discuss: The difference between ‘software’ and ‘systems’ – and why…

Publishing a book can be a great way to attract a steady stream of qualified prospects. BUT, writing a book is a lot of work! At least, that's the assumption... In this episode I interview Vicky Quinn Fraser about the concept of 'MicroBooks'. A MicroBook is a short nonfiction book that delivers a powerful transformation to the right reader. Listen …

I might have been living under a rock for a year, but it feels like 'ChatGPT' has burst onto the writing scene in recent months. Could this be the tool to (finally) automate your copy? Well no, of course it isn't. But it can still play an important role in your writing! On this episode I caught up with copywriter James Daniel to discuss how. Listen…

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 Scrip…

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…

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 …

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/makin…

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 i…

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 qui…

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…

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 'cliffhangers' 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…

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 plo…

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 …

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 …

This episode of the Story Copywriter Podcast looks at the second basic 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 remove or question your sense of self How to escalat…

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 …

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 ou…

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…