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The Story Copywriter Podcast
24 minutes | Oct 15, 2021
22 Who Should Be a Story Copywriter?
Learning to write compelling stories is a valuable copywriting skill - but it also takes time and dedication. Should YOU take the time to become a Story Copywriter? Is this a good match for your skills, interests and ambitions? Find out in this episode!
23 minutes | Oct 8, 2021
21 Copywriting in Collaboration
Are you a business owner who also likes to write? If time allowed, would you write more of your own copy? If yes, you may be a good match for 'Copywriting in Collaboration'! Listen now to learn: Why the balance of copywriting responsibility sits on a continuum Why Copywriting in Collaboration allows everyone to play to their strengths The mindset required to deliver great results
24 minutes | Oct 1, 2021
20 The Story Map Process
When I'm helping a business owner tell their story we always start with the Story Map Interview. The Story Map is a process to explore your story and map out the key events. In this episode I share the key lessons I've learned from 5+ years of Story Map interviews. I discuss key insights for both the business owners and copywriters. Listen now to learn: Why telling your story is best done in dialogue How to capture emotional depth in the interview How to convert the interview into a usable format - and beat the blank screen for good! You can also see my Story Map interview questions here.
41 minutes | Sep 24, 2021
19 Email Storytelling Insights
In this episode I share an interview I did with my friend and Google Ads expert Jonathan Wilson. We crammed a LOT of storytelling insights into this conversation! You'll find this conversation a good recap of recent episodes, and also a teaser of future episodes to come. Download or listen in now :-)
26 minutes | Sep 17, 2021
18 Story Selection: Core vs Current Stories
Which stories should you tell in your marketing? Should you tell key events from your past? Or should you relate more everyday goings on? This episode looks at the foundation of story selection. Discover the difference between a 'core story' and a 'current story', and the use case for each. Listen now to learn: How to identify your most emotionally compelling stories Where to place each type of story in your follow-up sequences Why a 'current story' can sometimes transition into a 'core story' How to come up with new ideas
22 minutes | Sep 10, 2021
17 Maintaining Consistency
"How often should I email" is perhaps the most-asked email marketing question. Will you 'annoy' your list by sending more frequent emails? How do you determine the most appropriate publishing schedule? How do you DELIVER on that schedule? The answer lies in consistency... Listen now to learn: How consistency encourages a regular reading habit Why consistency adds tangible value to your email list A simple calculation to determine optimal email frequenct How to deliver consistently on your schedule
20 minutes | Sep 3, 2021
Editing is a critical part of the copywriting process. But how much should you edit? Where should you put your focus for the biggest gains? Listen now to learn: Why perfectionism is the enemy - and how to beat it The two most important editing steps How long to leave between writing and editing (and why you need a gap) How to apply the 80/20 principle for efficient editing
22 minutes | Aug 27, 2021
15 Using Conflict!
Learn how to keep people reading - by using conflict! Spice up your next marketing email with the three forms of conflict. Listen now to learn: Why most of your conflict should NOT be physical peril How to leverage internal dilemmas for added suspense How conflict can help to upgrade your reader's level of understanding about your topic
16 minutes | Aug 20, 2021
14 Intrigue and Suspense
Learn how to lace intrigue and suspense throughout your stories to keep people reading. This episode includes a worked example and recent insights from Rob's copywriting work. Listen now to learn: How to lace suspense throughout a story - without making it too obvious How to bring the reader into your story How to let the reader walk in your shoes, feel your fears and share your peril!
20 minutes | Aug 13, 2021
13 Email Draft Development
You've had an idea for an email. You've got a great story to tell. You've planned the story using a timeline... But now you've come to actually write the email, the blank Word document of doom is staring you in the face. How do you convert your timeline into a draft email, without pulling your hair out? That's the topic of today's episode. Listen now to learn: How to expand your timeline into an interim first draft How (and why) to check your first draft for contrast and drama How to expand your first draft into a fully drafted email
18 minutes | Aug 5, 2021
12 The One Idea
Learn how to connect seamlessly from your story to your sales message using the 'one idea'. Listen now to learn: How to 'bridge' between a story and your sales message How to inverse the one idea to open up more connection possibilities How to 'seed' the one idea for a seamless transition
23 minutes | Jul 30, 2021
Recap 1: Episodes 1-11
In this episode Rob recaps on the key insights from Episodes 1 to 11.
18 minutes | Jul 23, 2021
11 The Timeline Technique
The timeline is a simple, low tech planning technique for creating effective stories. If you ever feel intimidated telling a story listen now to learn: How the timeline can act as a series of prompts How the timeline can maximise drama and maintain interest How the timeline can prevent your story from developing a dual focus
22 minutes | Jul 16, 2021
10 Research Tips for Story Copywriters
Most marketers think they have a writing problem. "If only I could craft more compelling stories!" people will say. Yes, the writing matters. But there's good news: research matters more. Once you master the art of ongoing research you'll never suffer from writer's block ever again. Listen now to learn: Why 'winging it' is a recipe for disaster Where to research ideas How to capture them How to organise them for fast retrieval
18 minutes | Jul 9, 2021
09 Other Stories
The stories you tell in your marketing don't always have to be about you. This is a great relief to the majority of business owners I work with! Today's episode looks at the final story type: the 'other' story. Listen now to learn: How to select interesting stories to tell How telling one story can branch into many more Where to place 'other' stories in your marketing
22 minutes | Jul 2, 2021
08 Story Types Part 2: Personal Stories
Personal stories are highly effective at building trust with new potential customers. In this episode we place personal stories under the spotlight. Listen now to learn: Why personal stories are effective Where to place them How long your personal stories should be How many stories you should place in an email sequence How to bridge from personal story to sales message
16 minutes | Jun 25, 2021
07 Story Types (Part 1)
There are (to my knowledge) four types of story you can tell in your marketing: product stories, customer stories, personal stories and 'other' stories. They all can be used at different stages throughout the customer journey. In this episode we examine the first two types: product stories and customer stories.
23 minutes | Jun 18, 2021
06 Customer Journey Planning
Before you start telling stories in your marketing you first need a clear grasp of the customer journey. What does the ideal customer journey look like? Listen now to learn: Why the customer journey is spherical rather than linear How to structure your marketing follow-up systems for maximum sales! How to identify missing 'nurture' and 'training' assets to shorten the sales cycle
25 minutes | Jun 11, 2021
05 The Implementer Role
Is implementation a bottleneck in your marketing? Are you ALWAYS scarce on time? If so you probably need an implementer... Listen now to learn: Why you NEED an implementer now more than ever How to outsource to an implementer without losing control of the outcome How to best manage the work an implementer does for you
24 minutes | May 21, 2021
04 The Copywriter Role
In this episode we ask: what does it take to be a successful Story Copywriter? What are the requirements of the role? Is this an innate skill, or one you can learn? Which skill factors are most important?
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