Brand Storytelling: Key Techniques for Writing Effective Copy

How did the Wall Street Journal make $2 billion on a mailing that didn’t change for 25 years?

Storytelling is a powerful technique that is rooted in the history of human psychology. In today’s world, it is more important than ever for companies to understand when and why they are telling a story.

Banishing the misconception that long-copy simply makes a story, Andy Maslen, author of Persuasive Copywriting, describes the main ingredients for powerful storytelling, from the protagonist and narrative to the solution, to ensure your copy engages with customers and encourages them to act.