For More Meaningful Copy, Think Like a Fiction Writer


Copywriting is part of a bigger strategy aimed at selling something in exchange for money, for time, for support and so on. We know that appealing to emotions such as sadness, happiness and frustration works, but we’re grinding this method into a rut.

The world’s great fiction writers invite us on a stroll through an emotional garden, using a complex map of ideas, which over time is gradually folded back onto itself into some sort of resolution. Great stories will introduce conflict and danger, tempered with moments of love and happiness.

It’s the ups and downs of a story that get us. It’s the story’s ability to press on some common nerve we all share: love is good, ghosts are scary and so on.