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Advertising is storytelling.
The better you can tell stories.
The more money you make.
Here are 7 time tested ways.
1. Master RHYTM and PACING.
You should think of every paragraph like a verse in a song.
Use a mix of short and long sentences.
Short sentences to build emotion…
TENSION.
Long sentences to release it.
Even if it’s not "grammatically" correct.
Our customers aren’t looking to read a novel.
They are doomscrolling.
Watching some stupid cat videos.
We need our words to catch their eye.
And their brain should process the information in an instant.
2. Show don’t tell
Instead of:
» Max looked sad.
Try:
» Max’s eyes TREMBLED.
» Like he was apologizing for something he couldn’t control.
Add sensory details to suck the reader into your world.
3. Using open loops
All the great copywriters preach this.
For good reason.
You keep readers hooked by creating open loops.
You want the reader to ask themselves…
WHAT HAPPENS NEXT?
Examples of sentences that open loops:
» I thought I’d tried everything… until I met doctor John…
» That’s when fate stepped in.
» What he told me that night still sends chills down my spine.
» What happened next was shocking…
» I was disgusted at first… But everything made sense in the end.
4. Using proper structure
Film, drama and theatre is amazing for understanding this concept.
It’s the same pattern you should use in your writing:
Calm (Setup): The normal world before everything changes.
Conflict (Tension): The problem that rips your world apart.
Discovery (Hope): The turning point, the insight, the “secret.”
Transformation (Resolution): The emotional reward, where change happens.
5. Every word must earn its place
After writing.
Ask yourself this:
Does this make me feel something?
Did I learn something?
If not, you can cut it.
6. Create texture in your words
Use verbs to create color in your writing:
He looked » he glanced, he stared, he gazed
He said » he whispered, he shouted, he muttered, he breathed
He walked » He limped, he strutted, He hopped
7. Use the 5 senses
Sight - My vision became blurry, darkness swallowed the room whole
Sound - I could hear my heart pounding through my chest
Touch - That’s when it hit me. From the tip of my toes, to the top of my head
Taste - after hearing my diagnosis, my mouth dried up, leaving only the bitter taste of shock
Smell - The room carried a smell of rubbing alcohol and disinfectants.
That’s it.
Take care,
Zhihao Huang
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