In the July 20th web clinic, MarketingExperiments Director Flint McGlaughlin expounded on the idea that copywriting is fast and easy when marketers tell a story in three acts.
Noting that most marketers don't have the time to craft compelling copy -- or the money to hire someone who can -- he presented three steps for effective storytelling and, by extension, effective marketing.
"Copywriting on Tight Deadlines: How ordinary marketers are achieving 200% gains with a step-by-step framework" introduced this "framework:"
STEP 1: Exposition captures attention, makes a promise and identifies a problem that motivates prospects to read on.
STEP 2: Rising Action intensifies the problem with five intensifiers that appeal to the need to resolve the problem: proof points, features, benefits, incentives and urgency.
STEP 3: Climax makes the call to action that implies value, immediacy or urgency. Falling Action and Resolution ensure follow through, achieving the marketing goal and ending the story.
MECLABs are a boundless resource for optimization metrics, so I hesitate to complain. But I believe it takes more than a template like this to tell a compelling story and craft effective copy. I'm just sayin'.
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