A couple of weeks ago I got an email from a copywriter who wanted my take on a piece of story-based copy he had written.
It was a sales email, and it opened with a story.
Technically, the email was pretty well written.
It opened with the story, transitioned into sharing information about one of his client’s services, and then pivoted to a call to action at the end.
Quite nicely put together.
Just one problem.
The story he opened with didn’t feel right. It just felt false. Creepy. Kind of manipulative.
So I asked him about it, thinking maybe he was fed it by his client’s PR department.
Nope. Not even. He just made it up.