What is the #1 thing that makes a good story?
Here’s how you tell a story that keeps your reader hooked because of a conflict (with detailed tips & examples)
Before we begin, why do we need to pick a fight?
To create drama? Sure.
To grab attention? Sure.
To invite tension? Sure.
But more importantly, for people to make the switch.
Here’s what I mean👇🏻
Your readers want to achieve an outcome.
They want to go from point A to point B.
The only way to do that is to make them switch from existing to new behaviors.
But something stops them…
2 progress-hindering forces:
1. Present habits, aka the habits they feel uncomfortable leaving behind.
2. New solution anxiety, aka whether this new solution will work for them.
But…you can persuade them towards a new behavior with these 2 forces…👇🏻
And your copy only converts when…
Push of the situation + Pull of the new solution >>>>> Present habits + Anxiety of the new solution
OR think of it this way…
Progress-making forces >>> progress-hindering forces.
Let’s learn this better with an example👇🏻
Take Netflix…and its biggest competitor.
It’s not Disney+
It’s not Prime Video
It’s not Sony LIV or Voot
Their biggest competitors right now are traditional & offline theaters.
And this is the situation for Netflix’s target audience currently.
And to reduce the impact of progress-hindering forces, here’s how Netflix is picking a fight 💪🏻
That’s how picking a fight makes your copy:
And…now that you’ve understood why picking a fight is important and how to do that…
Here are 3 actionable tactics to get you started right away👇🏻
1. Present your best
This iconic ad campaign made by Apple shows Mac picking a fight with a regular PC.
It positions the Mac as the “cool” device by cherry-picking the benefits.
That way, Mac comes out with a string front even though it keeps it “cool & casual.”
2. Offer unpopular advice
The ad acknowledges that VW is a small car with a small tank to pick a fight.
But, it flips it into a benefit by saying at least it’s easier to push.
3. State something unconventional
I like this copy from Slack because it presents the idea of replacing your workspace.
It’s picking a fight with a messy workspace, explaining how working gets more comfortable when you “switch” to Slack.
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