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Watch the Journey

Storytelling & Copywriting: How To Tell Stories That Sell!


I published Expert Secrets back in 2017 and it was my second book in my Secrets Trilogy.

In some ways, though, it was the book I was most passionate about getting out into the world.

This was the book where I showed budding entrepreneurs how to harness their unique expertise and turn it into a lucrative online business!

It changed so many people’s lives.

And so here, I’m going to give you a brief rundown of 13 concepts inside of Expert Secrets.

This will give you the basics.

But I highly recommend getting a copy for yourself as well. 🙂


Part 1. Creating Your Mass Movement


How do you create a mass movement?

That’s an important question… because this is a key part of selling stuff online and building an online business — you need a group of people who like you and trust you.

People who will buy your stuff.

Here are some secrets to building mass movements and loyal audiences :)


Secret 1. The Charismatic Leader/Attractive Character

This concept is the foundation for creating a massive following and ultimately, a successful business.

The core idea here is that you, as a leader, must embody a persona that people connect with. You want to be relatable, engaging, and inspiring. There are three main attractive character types to consider. Each one has its strengths, and knowing which one suits you best is essential to your success. Let's explore them!

The Leader: With this persona, you'll lead by example, sharing your own experiences and expertise to inspire others. You'll demonstrate success, and your followers will want to emulate you. This works best when you've achieved something remarkable in your chosen field.

The Adventurer/Crusader: This persona is all about the journey. You're taking your followers along for the ride, inviting them to be part of your adventure as you explore new grounds and break barriers. You're not afraid of taking risks, and your audience thrives on it too.

The Reporter/Relater: As a reporter or relater, you'll serve as the bridge between experts and your audience. In this role, you'll gather, organize, and share valuable information. Your followers will appreciate the insights you bring from top experts in the field.

Don't worry if you're unsure which persona fits you the best. Take your time and carefully evaluate your strengths, experiences, and personal story.

Remember, being a charismatic leader or attractive character is not about deceiving people or putting up a facade. It's about connecting in an authentic, genuine way that resonates with your audience. So, go out there and embrace your role as a leader, adventurer, or reporter. Your followers are waiting for you!


Secret 2. The Cause

Every movement needs a cause — a reason to band together!

That's why the Cause is such an essential part of the Expert Secrets framework. This secret teaches you how to craft a compelling cause that excites your audience and turns them into loyal followers.

So, how can you create a cause that resonates with your audience?

First, you need to identify a greater vision for your movement. Think about the reasons behind your message and how it can impact the lives of your followers. Your cause should inspire them to join you in achieving a common goal. Remember, it's not about your product or service alone, but about the change you want to bring to the world.

Then you need to communicate it effectively to your target audience. One way to do this is to create a memorable statement of purpose that encapsulates your cause (i.e. “You're just one funnel away!”). This statement should be short, powerful, and easy to understand. It should evoke feelings of excitement and dedication in your followers and motivate them to take action.

When crafting your cause, don't shy away from being bold and aspirational. People are drawn to causes that inspire hope and ignite a sense of purpose. By striving for something extraordinary, you'll capture the interest of your audience and rally them to take action.


Secret 3. The New Opportunity

With the idea of a new opportunity, you're able to awaken their excitement and curiosity.

Imagine presenting your audiences with a novel approach that will undoubtedly lead them to think differently. They'll rapidly drift away from the pain of their existing problems and visualize themselves overcoming obstacles thanks to your innovative solution.

To offer a new opportunity, focus on your vehicle of change, introducing an innovative way of achieving results or solving problems.

What is the new opportunity you’re offering people that they can’t get anywhere else?

In short, presenting a new opportunity will place you at the forefront of your audience's minds, reeling in their interest and priming them for success.


Part 2. Creating Belief

In order to build a movement of people — and to get those people to buy from you — you’ve got to be able to create belief…

Belief that your products or services really can help them.

Belief that you’re a competent leader to follow.

Even belief that the goals your movement seeks to achieve really are achievable.

That’s what these next secrets are all about!


Secret 4. The Big Domino

When most people are writing a sales page or putting together a script for a webinar, they’ll make a list of objections their target market might have…

And then one by one, they’ll brainstorm answers to those objections.

But there’s an easier way.

In fact, when I’m brainstorming for a sales page, I only ask myself one question…

You ready?

It’s this…

What’s the one thing that, if they believe that one thing, they have to buy from me?

Then I spend the entire sales page or webinar or script trying to convince people of that ONE THING.

I call this the “big domino”

Knock it over… and all the other objections get knocked over, too.

(Here’s a 4-minute video about it)

So… what is your BIG domino?

Here’s a template you can use. Plug in your answers!

“If I can make people believe that [my new opportunity/category] is/are the key to [the result they desire most] and is/are only available through [my specific vehicle/frameworks], then all other objections and concerns become irrelevant and they have to give me money.”

Here’s an example…

“If I can get people to believe that Au Bon Bone Broth is the key to losing weight and it’s only available through Au Bon Bone Broth, then all other objections and concerns become irrelevant and they have to give me money.”

Craft your big domino statement and then spend every second of your sales efforts pushing people toward that single belief.

And watch your sales skyrocket.


Secret 5. The Epiphany Bridge

Are you driving a lot of traffic but just can't seem to convert it into sales?

Does it feel like you're trying to fill a bucket that's got a big hole in the bottom?

Well it’s entirely possible that the problem isn't…

  • Your traffic


  • Your offer

But your message.

That is, the way you are trying to sell your offer.

The stories you tell and the things you say.

Because chances are… people aren’t arriving on your page convinced to buy. They need you to convince them… they need to have an EPIPHANY.

If your page or webinar isn’t converting, it might be because you’re not giving your audience that "aha" moment they need to pull out their wallets.

Enter the Epiphany Bridge. 🌉

It's a storytelling formula that takes your audience on a journey, helping them realize on their own why they need your product or service.

Here's a condensed 3-step guide on how you can use it:

Step 1: Identify Your Transformation Story 📖

Think about the journey you went on that led you to realize the value of your own product or service. What was the big epiphany you had? That's your story.

Step 2: Share Your Story 🗣️

Now, share that story on your sales page. But remember, the magic isn't in the end result, it's in the journey. Share the struggles, the failures, and most importantly, the "aha" moment that changed everything for you.

Step 3: Connect the Dots 🔗

Your story needs to lead your audience to the same conclusion you had - that they need your product or service. But you can't just tell them, you have to guide them there with your story.

Check out this video for an example of what this looks like in action (you can literally take the same components and plug-in your own story 🙂)

And here’s a 7-minute breakdown of how this works.

Start implementing this strategy and I promise it’ll be a game-changer for your conversion rates!


Secret 6. The Hero’s Two Journeys

Every hero story consists of two journeys: an external journey and an internal journey.

The external journey refers to the physical steps that your hero takes to reach a goal. Whether it's about conquering a challenge, launching a new venture, or simply becoming better at a skill, this is the aspect of the story that keeps your audience engaged and invested.

The internal journey focuses on the hero's personal growth and emotional transformation. It's the moment when they learn powerful lessons about themselves and the world around them. This journey instills within your hero the values and beliefs needed to conquer their external obstacles.

Why is this important?

As you share your expertise, make sure to incorporate both the external and internal journeys in your storytelling. This will not only create a captivating narrative but also allow your audience to deeply connect with your message.

Attention to detail is key when crafting these journeys. Take the time to really understand your hero – their struggles, dreams, and motivations. Be mindful of how their story unfolds, bringing them closer to their ultimate goal. Use vivid language and anecdotes to immerse your audience in the world you're creating.


Secret 7. False Belief Patterns

When you’re trying to sell something to someone, there are three core false beliefs that will keep them from buying.

You must overcome each of these false belief in order to sell.

First, pinpoint the most common false beliefs your audience holds. Make a list and categorize them into three types:

  • External: Beliefs about external factors preventing their success
  • ​Internal: Beliefs about their own abilities or lack thereof​
  • Vehicle: Beliefs about the effectiveness of your product or service

Armed with this knowledge, tailor your message to focus on disproving these beliefs. Share your own experiences and how you overcame similar misconceptions through using your product or strategy. Create relatable stories, testimonials, and case studies to showcase the transformation your audience can achieve.

Once you've broken through the false belief patterns of your audience, they will be more receptive to your message and more likely to trust your expertise.


Part 3. Your Moral Obligation

As someone with a spark inside of you, I believe you have a moral obligation to share that spark with the world… and to do everything in your power to reach as many people as possible.

These secrets are about helping you do just that.


Secret 8. The Stack Slide

The Stack Slide is a powerful technique that I’m sure you’ve seen before.

You highlight the value of each part of your offer and then seamlessly build on it with the next item in your "stack." This process creates a compelling narrative that showcases the cumulative worth of your offer.

Then you share your actual price… and it helps people realize that they’re getting a great deal.

Let's take a look at how you can apply the Stack Slide technique to your business:

Identify your core offer: Start by pinpointing the primary product or service you are selling. This will be the foundation of your stack.

Add supporting elements: Think about complementary components you can include—bonus features, special deals, educational resources, or guarantees. These should enhance and strengthen your core offer.

Determine the value of each item: For each element in your stack, assign a monetary value that accurately reflects the worth of each piece.

Build the Stack Slide: Start presenting each item one at a time, emphasizing its value and how it contributes to the overall worth of your offer.

Total up the value: Once you have presented all components, tally up the combined value of your stack. Your audience should now see the incredible deal they are receiving when they invest in your core offer.


Secret 9. The Perfect Webinar

Webinars are by far one of the most powerful ways you can sell stuff online today.

But what do you say?

Here's a brief walkthrough of the Perfect Webinar framework:

1. The Intro (Building Rapport):

  • Introduction: Introduce yourself and give a brief background to establish credibility. You need to show your audience that you understand their problems and have the solutions.
  • Hook: Give the audience a compelling reason to stick around. It could be an irresistible offer, exclusive content, or a promise of the value they’ll receive.
  • Show the Offer Early: Create curiosity and excitement by giving them a preview of what's coming.

2. The Content (Educate and Break Beliefs):

  • Secret #1 (The One Thing): Share one thing that they need to understand, that's unique and will change the way they think about their problem. This helps to break their existing belief pattern.
  • Secret #2 (The Hidden Benefit): Unveil the hidden benefits of your offering. Show them a different perspective that can provide unexpected value.
  • Secret #3 (The New Opportunity): Present the new opportunity that your product or service provides. Highlight how it can take them closer to their goals. This establishes the opportunity switch, taking them away from the old belief to the new belief.

3. Transition to Pitch:

  • Stack Slide: This is where you detail the value of everything you're offering, point by point. Show them the price of each individual element if bought separately, then sum it all up.
  • Trial Close: Ask a question that gets your audience to agree with you. It could be something like, "Can you see why so many people are using our product?"

4. The Pitch:

  • Core Offer: Reveal the price of your core offer. But remember to frame the price in terms of its value, not cost.
  • Bonuses: Add bonuses to your offer. This increases the perceived value and makes it harder for the audience to resist.
  • Price Reveal: Reveal the total price of the offer, including the bonuses.

  • Stack Recap: Reiterate everything that they're getting. This repetition helps to cement the value of the deal in their minds.
  • Urgency and Scarcity: If applicable, add an element of urgency or scarcity. This can be time-limited access, limited quantities, or special prices for early buyers.

2. The Content (Educate and Break Beliefs):

  • Secret #1 (The One Thing): Share one thing that they need to understand, that's unique and will change the way they think about their problem. This helps to break their existing belief pattern.
  • Bonuses: Add bonuses to your offer. This increases the perceived value and makes it harder for the audience to resist.
  • Secret #3 (The New Opportunity): Present the new opportunity that your product or service provides. Highlight how it can take them closer to their goals. This establishes the opportunity switch, taking them away from the old belief to the new belief.
storytelling copywriting expert secrets

So, when crafting your hook, start by identifying your audience's core desires or problems.

Then, make a big promise that your product or service will fulfill that desire or solve that problem. But don't stop there! Add a dash of curiosity to your promise that leaves them wondering, "How are they going to do that?" or "What could possibly be the solution?"

Here are three simple headline templates you can use that work like magic…

  • EX: How To Get 5,000 Email Subscribers in 30 Days Using My New Email Interception System
  • EX: How To Get 5,000 Email Subscribers in 30 Days WITHOUT Hurting Your Deliverability
  • EX: How To Get 5,000 Email Subscribers in 30 Days WITHOUT Running Ads Or Paying Influencers

When you strike this balance between a big promise and massive curiosity, you'll have a hook that your audience simply cannot ignore.

But remember, the power of your hook lies in its ability to transition smoothly into your story. A great hook without a great story will just leave your audience hanging. Which is why the next part is so important!


Story — Compelling & Purposeful Narrative

Now that we've reeled in your audience with a compelling hook, it's time to keep them engaged with our second vital element: the Story.

Remember this: people don't buy products; they buy stories. They buy transformations. The story is where you take your audience on a journey, from where they are now (with their problems and desires) to where they could be (with their problems solved and desires fulfilled).

You do this by telling a story that allows them to envision themselves as the hero — ideally, a true story.

For example, here’s a snippet from our Copywriting Secrets page

storytelling copywriting

This story could be about you, or it could be about a customer or client, or someone else altogether.

This story should not only resonate with your audience's experiences but also weave a narrative that demonstrates the transformation your product or service can provide.

In fact, when you’re trying to figure out what story to tell in your copy, here’s the “DNA” you’re looking for…

  • Relevance: The story needs to resonate with your audience's problems, desires, or experiences. It should relate to the product or service you're offering, acting as a bridge between what your audience wants and what you're selling.
  • Authenticity: The story needs to be genuine and credible. Nothing beats the power of a true story, as it creates trust and builds a bond with your audience. This doesn't mean every story needs to be a personal experience, but it needs to be grounded in reality.
  • Emotion: The story needs to trigger an emotional response. This could be anything from hope, frustration, relief, joy, or even curiosity. Emotion drives engagement and motivates people to act.
  • Transformation: The story should showcase a transformation - from the struggle to the resolution. This gives your audience a clear picture of how your product or service can change their situation for the better.
  • Connection to the Offer: The story needs to seamlessly lead to your offer. It's like laying out a path that naturally guides your audience from the story to the solution you're providing.

I’m going to give you a lot more tips for crafting compelling stories in this article. But for now, I just want you to understand where your story sits inside of the rest of the copy.


Offer — So Good That NOT Taking Action Would Be Crazy

And now it's time for the final, crucial step: the Offer.

This is where the rubber meets the road.

The Offer is where you present your solution — your product or service — in a way that aligns perfectly with the needs and desires you've highlighted in your story. But here's the trick, you're not just offering a product or a service, you're offering a transformation. A ticket to a better situation or a solution to a nagging problem.

storytelling copywriting selling

But… what makes an offer irresistible?

It's about creating so much value that your audience feels like they'd be losing out if they didn't take action — that they’d be CRAZY not to take action.

This goes beyond just detailing the features of your product or service. You want to highlight the benefits, the outcomes, the transformations. You want to paint a vivid picture of how much better things could be if they take up your offer.

(and you might also want to offer bonuses)

Here’s an example of how I like to stack my offers…

storytelling copywriting stack traffic secrets

Those are the three components to pretty much every sales page or sales video I create. Now let’s talk about that middle section: the story… and how you can make it super compelling.


Step 1. Brainstorm RELEVANT (& True) Story Ideas

The first step to coming up with a great story is brainstorming.

When I say "relevant," I mean stories that tie directly into what you're offering and resonate with your audience's needs, desires, and experiences.

And by "true," I mean stories grounded in reality. Authenticity goes a long way in building trust and engagement.

Here, for example, is the start of a true story I told for a recent webinar…

storyselling copywriting supplement secrets

So, where do you find these stories?

Start with your own experiences.

  • Have you faced a problem that your product solves?
  • Have you embarked on a journey that mirrors what your audience might be going through?

These personal stories can often be the most powerful as they carry the weight of authenticity.

If you can't find a story in your own experiences, look at those of others.

  • Do you have customers who've had transformative experiences with your product?
  • Are there well-known stories in your industry that you can draw on?

Remember, the key here is to think about your audience. What challenges do they face? What goals do they have? Your stories need to tap into these aspects and provide a narrative that shows a clear path from the problem to the solution — the solution being your offer.

​When brainstorming, don't filter yourself too much. Let the ideas flow freely and jot everything down. You never know when a seemingly insignificant story can turn into a powerful narrative with a little bit of tweaking.

Once you have a list of potential stories, go through them and ask yourself: does this story highlight the transformation my product offers? Can my audience relate to it? Does it lead naturally to my offer?

​The process of brainstorming story ideas may take time, but trust me, it's an investment worth making.


Step 2. Break Down The Story Into These Key Components

The next step is to break your story down into its key components.

You’re not actually writing yet… just figuring out where everything goes in terms of the flow of your story on the page.

For this, I always use The Epiphany Bridge format, which I originally introduced in my book, Expert Secrets (which you can get for free here!).

storytelling copywriting epiphany bridge

Here are the key parts — outline your story using the following format (I’ve also included screenshots of what this can look like from our Copywriting Secrets sales page!)...

Backstory/Desire: This is where you set the stage. It's the 'once upon a time' of your story where you introduce the main characters and their world. This is also where you present the problem or the desire that sets the stage for the rest of the journey.​

storytelling copywriting example

The Wall: Here's where the obstacles come in. What stands in the way of the main character achieving their desire? This creates tension and keeps your audience engaged.

storytelling copywriting example

Epiphany: The turning point. This is the moment where the main character discovers the solution to their problem. It's their 'Aha!' moment and it's also where your product or service gets introduced as the hero.

storytelling copywriting example

Plan: Now that the main character has had their epiphany, they need a plan to achieve their desire. This could be using your product, implementing your system, etc.

storytelling copywriting example

Conflict: Yes, more conflict. The main character tries to implement the plan but faces more obstacles. This highlights the struggles your audience might also face and builds more engagement.

storytelling copywriting example

Achievement: This is the climax of your story. The main character overcomes their obstacles and finally achieves their desire. This gives your audience a taste of the victory they can achieve with your offer.

storytelling copywriting example

Transformation: Finally, you highlight the transformation that has taken place. The main character is now in a better place than they were at the start of the story, thanks to the solution you provided.

storytelling copywriting example

Remember, the goal here is not just to tell a story but to take your audience on a journey. You want them to identify with the main character, feel their struggles, share their epiphany, and see the possibilities of transformation.

Break down your story into these components and you’re half-way to a killer sales page!


Step 3. Start With DRAMA

Every great TV show starts with drama.

That’s because it draws people in!

Now, you might be a little confused. Didn't I just say that the first stage of the Epiphany Bridge Story format is the backstory?

Yes, I did.

But here's a little trick that all great storytellers use: they don't start their stories at the beginning.

Instead, they start their stories in the middle of the action. This technique is called "in medias res" and it's an incredibly effective way to grab your audience's attention right from the get-go.

Here’s an example…

storytelling copywriting drama

You can see how this works.

It makes you want to read more. Start with drama and then you can back up and explain the backstory. Ideally, you want to start with one of the points of highest drama… and then explain how it got to that point.

This concept is called “In Medias Res”...

You could start with the moment when the main character faces a major obstacle, or when they first discover their desire.

For example, instead of starting with "I've always wanted to lose weight," you could start with…

There I was, panting and out of breath, just halfway up the stairs. That was the moment I realized, I had to lose weight.

This immediate immersion into the conflict not only grabs attention but also raises questions. "What happened next?" "How did they overcome that?" Your audience is now hooked and eager to find out more.


Step 4. Make It As Real As Possible

In this era of digital information, people are bombarded with marketing messages every day.

With that level of saturation, how do you make your story stand out? \

How do you make it something that your audience doesn't just passively consume, but actively believes in?

The answer lies in the details.

By providing tangible evidence and real-life elements, you make your story more believable, more relatable, and, thus, more effective. This can be as simple as sharing pictures, videos, screenshots, or even text messages that are related to your story.

I love to do this on my sales pages! Here’s a snapshot from our Perfect Webinar Secrets sales page

storytelling copywriting make it real

If your story is about a transformative weight loss journey, don't just tell them about it. Show them. Share before and after pictures, text messages, or Facebook posts that make the story more visceral.

Let them see the sweat and the effort, the victories and the setbacks.

These tangible elements serve as proof that the story is real and that the transformation you're selling is attainable. They allow your audience to put themselves in the shoes of the main character, to see themselves going through the same journey, achieving the same transformation.


Step 5. Use Open Loops

If you've ever binge-watched a TV series or found yourself unable to put down a good book, you've experienced the power of open loops.

You keep watching or reading because you have to see what happens next.

Open loops are unfulfilled promises or unresolved storylines that keep your audience eagerly wanting more.

Here's the science behind it: our brains are wired to seek closure. When we encounter an open loop, we feel a sort of mental itch. We need to know what happens next, we need that resolution. And until we get it, we're hooked.

Here’s a great video about it…


So how do you use open loops in your storytelling?

Hint at some information or event that's coming up later. For instance, you could say something like, "In a moment, I'll tell you the single biggest mistake most beginners make. But first..."

That's an open loop. Your audience is now waiting to hear about that big mistake.

Or, you could interrupt a storyline right at a moment of high tension, then shift to a different topic. This leaves your audience hanging, eagerly waiting for you to return to that storyline and resolve the tension. Just promise to come back to it in a moment.

Another great way to create an open loop is by posing a question and promising to answer it later. This gets your audience thinking about the question and anticipating the answer.

The goal of using open loops is not to frustrate your audience but to engage them.

You want to keep them on their toes, keep them guessing, keep them eager for more. And when you finally deliver that resolution, it's not only satisfying but also reinforces their engagement with your story.

Here’s how I do this on our 30-Day Summit page…

storytelling copywriting example summit

Step 6. Think About The Emotions You Want to Create

One of the most powerful aspects of storytelling is its ability to stir emotions. As the saying goes, "People forget what you said, but they will never forget how you made them feel."

To figure out which emotions you want to create with your story, though, you first need to understand whether your target market is trying to move either…

1.   Away from pain.


2.   Toward pleasure.

storytelling copywriting pain pleasure

These are the only two motivations that drive every human decision. We’re trying to escape pain or get pleasure.

If your audience is trying to avoid pain, then you want your story to make them imagine the visceral pain of the current situation (and how it could get worse if they don’t take action). And then you want to give them hope for a better future using your system.

If your audience is trying to achieve some sort of pleasure, then you want to describe what it’ll be like for them to have that pleasure… and what they’re missing out on without it.

Think of it as a journey. You want to vividly paint both ends of the spectrum for your audience. Show them the discomfort, the struggle, the pain of their current situation, then show them the relief, the success, the pleasure that your product or service can bring.

Here’s an example of how the copy on our Funnel Hacking LIVE sales page creates the right emotions…

storytelling copywriting 2 options

Final Thoughts

I hope you're brimming with ideas and ready to craft powerful, compelling narratives that will captivate your audience and elevate your business!

Remember, great copy isn't about slick words or catchy phrases. It's about genuine connection.

It's about taking your audience on a journey, leading them from where they are to where they want to be. It's about making them feel something.

In this age of digital noise, authentic, emotive storytelling can be your greatest asset.

Not only can it help you stand out, but it can also help you build lasting relationships with your audience.

So go forth and tell your stories. Use the power of the hook to grab attention, the resonance of the story to build connection, and the persuasiveness of the offer to inspire action.

Remember the Epiphany Bridge Story format and how starting with drama can hook your audience. Make your stories real and tangible, and don't forget to use open loops to keep them engaged.

Happy storytelling!


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