In plain English
A story needs someone who wanted something, an obstacle, and a change. Without the obstacle it is a description, and descriptions are not remembered.
In copy the protagonist should be the customer, not the business. A story about how clever your process is persuades nobody; a story about someone like the reader does.
What to know
Needs an obstacle
No difficulty, no story.
Customer as protagonist
Their situation, not your capabilities.
Specific detail
Names, numbers, circumstances.
Short
A paragraph is often enough.
Why it matters
Stories are remembered when claims are not, which makes them useful where a decision happens later. They are the wrong tool when the reader wants a price.
Common mistakes
×The business as hero.
×Narrative with no obstacle.
×Story where the reader wanted information.
×Length that delays the point.
FAQs
How long should a story in copy be?
A paragraph, usually. Long enough to have an obstacle.
When should I not use a story?
When the reader is at the transactional stage and wants specifics.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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