Star Wars. Yawn.
Way back when the first movie was in theaters our class took a field trip to see the movie, but I was underwhelmed.
In college I sat through marathon viewings of however many Star Wars movies were available at that time (I was probably trying to impress the guys), but I still wasn’t impressed
I haven’t attempted to watch a Star Wars movie since and lately have happily been binge-watching House M.D. on Netflix instead while others are going off to the theaters to watch the latest movie.
Star Wars has one big thing going for it, however. As soon as I learned it I saw instantly how it applies to developing the storytelling skills necessary for writing email copy.
George Lucas was a friend and student of writer and mythologist Joseph Campbell.
Lucas followed Campbell’s stages of the Hero’s Journey when writing Star Wars, which is why that story endures and endures.
In thinking back over the clients I’ve had over the years, the most successful are those that have had these types of stories and used them in their marketing.
It was never difficult to write email copy for them, because I could always use elements of their story in the emails when necessary.
Some entrepreneurs don’t have a story they want to share even if you try and browbeat it out of them and have no interest in stories. These are clients to run away from.
The worst are entrepreneurs who insist they want stories in their emails, but it quickly becomes clear they request this only because they think it’s the latest fad. Oddly, these folks won’t pony up any details you can use for a story, so you either have to write fiction, or run away. I recommend the latter.
Fortunately there are many sane entrepreneurs out there who recognize they need a copywriter’s help to draw out their story. In week three of A Year of Email Copywriting I give you the template to use to create a story for a business based on Campbell’s Hero’s Journey.
It’s a 17 steps process that gives you a story from which you will be able to write many emails that build rapport with customers and get more sales.
Photo: JD Hancock