How to Use the 3 Rs for Writing an Amazingly Good Story …
One Your Client Will Gladly Pay You Top Dollar to Do
By Sandy Franks

Storytelling is an essential skill to have because it allows us to connect with others on a deeper level. Whether we are crafting a fictional tale or sharing a personal experience, storytelling lets us communicate ideas, emotions, and experiences in a way that engages the reader.

It helps us capture the attention and imagination of our audience and transport them into the world we have created.

And when we transport them into that world, then readers become captivated by our words.

That happens because storytelling does something remarkable to our brains.

When we read or hear a story, the neurons in our brains fire in the same patterns as the speaker’s, a process known as “neural coupling.” You also hear it referred to as “mirroring.”

According to the highly cited work of Greg J. Stephens, Lauren J. Silbert, and Uri Hasson, these processes occur across many different areas of the brain and can induce a shared contextual model of the situation.

The motor and sensory cortices, as well as the frontal cortex, are all engaged during story creation and processing. These networks are nurtured and solidified by feelings of anticipation of the story’s resolution, involving the input of your brain’s form of candy, dopamine.

That dopamine release makes it easier for us to remember what happened and with a great deal of accuracy.

Bottom line? Our brains are hardwired for stories — they make it nearly impossible for your reader to ignore what you’re saying.

But how do you actually go about writing a good story?

In my 35 years of writing experience, two key components for telling a good story are RESEARCH and DETAILS.

Just like that old saying that real estate comes down to three things — location, location, and location — with storytelling, it’s all about research, research, and research.

What exactly are you doing research for?

You’re trying to find that “golden nugget” of an idea. This is something that was taught to me by legendary copywriter Don Mahoney, who was also a co-founder of American Writers & Artists Institute.

When Don would write sales copy, his research was all about that little something of an idea he could use for the theme of a promotion. Sometimes it was an unusual or little-known fact. Sometimes it was the history behind a company, their founders, or how the product itself came about.

The main thing to keep in mind is that it has to be something that arouses curiosity … makes you want to know more.

Here’s an example of what I’m talking about with a story I wrote a few years ago called “The Red Box Graveyard.”

The story is about abandoned lots where London’s iconic red phone booths are dumped off. There are literally thousands of old phone booths scattered in lots across London.

I saw pictures of the rusting phone booths on Abandoned Beauties. It’s a Facebook group and there isn’t much written content … It’s just pictures of old things.

But when I saw the picture of the rusted-out phone booths, my writer brain kicked in and thought, This is interesting. Never knew this existed.

At first glance, it doesn’t seem like writing about a bunch of old phone booths is worth the time.

But this is where the details matter.

And this is when my storytelling brain kicked into action. As I was researching the graveyards, I was looking for details like exactly where the lots are.

I found an article that talked about the lots in certain towns and villages throughout the UK.

Exactly what towns and where?

That’s how I came across the village of Carlton Miniott in North Yorkshire, England.

What does that village look like? How many people live there? Are there any special landmarks?

I kept asking a series of questions … “what, how, when, where?”

And by getting the answers, I now had enough details to paint a picture of Carlton Miniott.

And the same sequence of asking questions and getting answers occurred when it was time to write about the phone booths themselves.

That led me to Sir Gilbert Scott. Now I could write about the history of the phone booths.

Those same kinds of questions also led me to Tony Inglis. Now I could write about how he refurbishes the phone booths.

You continue this process of asking questions and digging until you have enough details to fill in all the blanks a reader might have in their head.

Let me repeat — the details matter. I’ve worked with enough newbie writers who don’t bother with these details. Often, they’ll talk about a person or thing in the past and then use phrases of copy like, “Fast-forward to today.”

But your reader wants to know what happened in that “fast-forward” time frame. And you have to tell them; otherwise they won’t continue to read.

Your story will be boring — and you won’t engage your reader.

It’s the details that allow you to paint pictures for your reader. Remember what we learned at the opening of this article about the neuroscience of storytelling?

Well, our brains can process an image in as little as 13 milliseconds. You use words to paint that picture. It’s all about showing and not telling.

Only once you’ve gathered as many details as possible through your research can you begin to write your story.

And you’ll write a story that is so captivating, your reader will read to the very end. And they will do something your client will love … hit the buy button.

The more times that happens, the more money your client makes. And your client will be very happy to pay you handsome fees.

So never underestimate the power of a good story. It’s the most powerful writing skill to have as a writer.

I can teach you all about my proprietary Core Story Framework when you enroll in my brand-new mentoring program. You’ll learn a groundbreaking 12-point system I have honed through years of real-world experience and success.

Plus, I’ll share how to effectively infuse every story you write with the “Narrative Nexus.”

This is the most comprehensive training on storytelling for copywriters ever created, and I hope you’ll join me. Check out all the details while the doors are open.