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!).

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.​

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.

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.

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.

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.

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.

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.

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!

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…

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.

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…

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.

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…

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.

Or...

2.   Toward 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…

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!