Learning how to tell a good story is one of the most persuasive skills you can have as a copywriter. Great copywriters have proven once and again that knowing how to tell a good story can make the difference between a complete money-losing dud and a multi-million dollar success. But how exactly do you come up with a story that is good for sales?

When it comes to stories that boost sales, substance matters more than style. In other words, what you say matters more than how you say it. So instead of focusing on telling the story elegantly, you should be taking the time to plan your story and strategically selecting the points it will drive home.

Keep reading: 5 Persuasive story formulas you can use

John was awestruck, he had joyful tears in his eyes, but he was still in total disbelief. Without trying – or even wanting it – he had stumbled upon the single most persuasive weapon he could wish for as a copywriter. John immediately knew that with his newly discovered powers, his financial woes were over for good… and then some!

Did the last paragraph catch your attention? I’m sure it did. Most experts agree that one of the most powerful and hypnotic tools in your copywriting skill set is storytelling. In fact, knowing how to tell a good story is in many cases, that mysterious x-factor that sets amateurs apart from legendary copywriters.

Keep reading: Great copywriters are great storytellers

Women: One of life’s biggest mysteries (to men at least). In this final part of the “understanding human nature” series, we’ll try to unveil some of the secrets and similarities that make Venusians such wonderful and intriguing beings.

Let’s start out by making a list of attributes that round women as a group, and then we’ll dig deeper and dissect the female psyche in age groups that you, as a copywriter, can target as your market.

Keep reading: Understanding human nature (Part 4)

Even though we are so similar, there are still very noticeable differences between the psyche of men and women – perhaps we really do come from Mars and Venus after all. So let’s take a deeper look what makes us similar, what makes us different and what makes us human.

To start out, let’s make a few lists that dissect the psyche of men as a group. First we’ll take a look at men in general and then as concrete groups for targeting your ads.

Keep reading: Understanding human nature (Part 3)

Even when most human beings go through pretty much the same crisis points in life, each individual has a completely different set of experiences, situations and circumstances that makes him or her unique from others – or so we like to think.

Research has proven time after time that there are more similarities between humans than our minds feel comfortable accepting. Still skeptic? Take a look at the following list and tell me how many of these common human traits apply to you…

Keep reading: Understanding human nature (Part 2)