Summer’s Here. Is Your Copywriting Beach Beautiful?

Don’t let the opposition kick sand in your face this summer. Learn how “Dynamic Storytelling” can turn your business from zero to hero in only days!

“You too can have a body (copy) like mine!”

• Celebrity strongman Charles Atlas (pictured) made millions selling his mail order “Dynamic Tension” muscle-building course
• In doing so he created one of the most memorable and successful advertising campaigns ever
• His highly regarded course is still helping people build muscle to this day
• Charles Atlas references pop up everywhere from Futurama to the Rocky Horror Picture Show

Why did these adverts become so successful? It’s because Charles knew how to tell a “Dynamic Story”. . .

Discover the power of “Dynamic Storytelling”!

• People use stories to make sense of the world throughout their lives, from fairy tales to fables
• A convincing story helps readers make a powerful emotional bond with your business
• Nobody wants another boring old product list, so be creative
• The stronger the story the better your readers will respond to it – which is great for your sales

Need an example? It’s over to you, Mr Atlas. . .

“I was that seven stone weakling”

• The classic Charles Atlas advert told one unforgettable story
• A bully sees a “seven stone weakling” on the beach, kicks sand in his face and steals his girlfriend
• Enraged, said weakling orders a Charles Atlas bodybuilding course and starts training
• Quickly transformed into an Adonis, he revisits the beach, flattens the bully and reclaims his girlfriend (hey, it was the 1950s!)
• The weakling turns out be a young Charles Atlas – adding instant credibility to the ad’s claims and offering hope to the reader

Want to follow in Charles’ multi-million dollar footsteps? Make sure you. . .

Let “Dynamic Storytelling” beef up your business!

• Use situations and characters readers can instantly recognise and relate to
• Pick a memorable name for your brand/ product  (“Charles Atlas” was born Angelo Siciliano)
• Show that your business quickly and dramatically solves your reader’s problem
• Target your reader’s emotional needs – focus on benefits (“girls”), not features (“muscles”)

Finished your copy? Then use striking visuals and testimonials to drive home the lesson, and. . . .

Now you’re ready to hit the beach!

Thanks for reading. When you’re copywriting this summer, remember Charles Atlas and try a bit of “Dynamic Storytelling”. Your business will be turning heads before you know it. . .