3 Storyselling Formulas for Captivating Copy
Modern marketing is saturated with lifeless copy: cookie-cutter pitches, “authentic” content that’s anything but, and brands holding back instead of showing up.
Consumers aren’t stupid. They can spot the patterns. They know when they’re being sold to, and it makes them feel like nothing more than a walking wallet. That’s why storyselling is essential for your brand.
Storyselling is both a science and an art. It’s about giving more than you take, sharing the inner beauty and brains of your brand, and connecting with your audience on a level that’s genuine, human, and unskippable. Done right, it attracts the right people, builds authority, and creates relationships that go way beyond “just business.”
Even if you think you’re not creative enough to tell a good story, you need storyselling. If you feel no one cares about your brand’s journey, you’re right… it’s not about you.
It’s about how your audience sees themselves in your story. Nail this, and you’ll improve the way your brand connects and grows.
What Is Storyselling, and Why Does It Work?
Storyselling is more than slapping a heartwarming tale into your copy and calling it a day. Nope, it’s the artful fusion of storytelling and persuasion—a way to tell a story with purpose. It’s how you weave narratives that entertain, engage, and ultimately convert.
So, why is storyselling so powerful?
Because stories are hardwired into us. They light up our emotions, make brands relatable, and stick with us long after “The End.” Even better, they give your audience a sneak peek into what life could be like with your help—whether that’s solving a problem, fulfilling a dream, or making life a little easier. You’re offering a taste of the transformation, no strings attached.
You don’t need to be an author to pull this off. There are so many tried-and-true formulas that make storyselling so much easier (and, dare I say, fun).
My personal favorites are:
SAUCIE: My unique framework for stories that captivate and convert.
PASS: A simple, powerful structure to address pain points and provide solutions.
The Pixar Formula: A storytelling classic that taps into emotion and resolution like no other.
SAUCIE: The Not-So-Secret Sauce for Stories That Sell
SAUCIE is my signature framework for creating stories that captivate, connect, and convert. This isn't just about telling a nice tale—it’s about crafting a journey that makes your audience feel something and take action.
Why does it work?
Because it taps into the way people naturally engage with stories. It mirrors emotional highs, moments of doubt, and satisfying resolutions—making stories unforgettable. SAUCIE isn’t just about storytelling; it’s about putting your audience at the heart of the action and making them the hero.
Here’s the breakdown:
Stage: Set the scene. Where does the story begin? Who’s involved? Give your audience something familiar to hold onto. Bonus points for opening with high tension.
Ambition: Highlight the character’s goal or desire. What do they want? Show what’s driving them forward.
Uncertainty: Introduce the conflict, just one! What’s standing in their way? Raise the stakes rise.
Convergence: Bring the pieces together—goals collide with obstacles. What pivotal moment forces a decision or change? Keep the momentum alive with a mid-hook.
Initiate: Reveal the resolution. How is the conflict overcome? What’s the result? (Hint: You’re not introducing your solution—just the satisfaction of solving the problem.)
Energy: End with impact. Leave your audience with a lasting takeaway, whether it’s a feeling or an insight. This is also where you add your call to action.
How SAUCIE Comes to Life
Let’s meet Sarah, a small-town boutique owner with a passion for handmade goods, and see how SAUCIE brings her story to life:
Stage: Sarah’s shop is a cozy gem in her community. Locals love her curated selection of handmade goods, and she dreams of making her boutique a go-to destination.
Ambition: She wants to grow her store into a cornerstone of the town—a place where everyone shops for unique gifts and treasures.
Uncertainty: But then the pandemic hits. Foot traffic vanishes, her shelves sit untouched, and bills start piling up. Sarah’s dream feels like it’s slipping away.
Convergence: After weeks of doubt and sleepless nights, Sarah has an idea: pivot online. She learns the ropes of e-commerce, builds a website, and dives into Instagram to connect with customers. It’s a steep learning curve, but she sticks with it.
Initiate: Her first online sale is a handmade candle. Then comes another, and another. Sarah’s pivot pays off as her shop begins thriving in ways she never imagined. She’s shipping products nationwide and connecting with a broader audience.
Energy: Today, Sarah’s boutique is a testament to resilience. Her story inspires other small business owners to embrace change and lean into their ambitions, no matter the obstacles.
Why Does This Work?
Sarah’s story hooks the audience with her struggle (emotion), shows them a solution (logic), and leaves them inspired to take action (energy). It’s the perfect blend of emotional connection and logical reasoning—a brand sandwich that sticks.
The Energy step is also where your call to action shines. In Sarah’s case, the takeaway might be: “Ready to write your success story by pivoting your business? Let’s make it happen.”
PASS – A Straightforward Framework
PASS is another go-to framework for crafting stories that hit home quickly and effectively. It’s simple, powerful, and perfect when you need to address pain points while offering a compelling solution. And yes, it was inspired by the PAS framework.
Why does PASS work?
Because it’s human nature to pay attention to problems and seek solutions. PASS hooks your audience by meeting them at their struggles, walking them through the emotional impact, and offering a resolution they can’t resist.
Here’s the Breakdown:
Problem: Start with the pain point. What’s bothering your audience? What challenge are they desperate to solve?
Affect: Show how this problem impacts them emotionally or practically. Help them feel seen by illustrating the struggle in a way they recognize.
Satisfaction: Paint the picture of what life looks like when the problem is solved. This is where you hook them with hope and possibility.
Solution: Introduce your product, service, or idea as the solution to their problem. Tie it back to the satisfaction you just promised.
PASS in Action
Let’s take a look at a skincare brand targeting people with sensitive skin.
Problem: “Does your skin freak out at the mere thought of a new product? Redness, irritation, breakouts—you’ve been there, and you’re over it.”
Affect: “It’s frustrating, isn’t it? Spending money on products that only make things worse. The mirror feels like your enemy, and every skincare aisle becomes a minefield.”
Satisfaction: “Imagine waking up to calm, happy skin that doesn’t make you dread trying something new. No redness, no irritation—just confidence.”
Solution: “With [Product Name], we’ve got you covered. Dermatologist-approved and designed for even the most sensitive skin, it’s time to love your reflection again.”
Why Does This Work?
PASS works because it’s short, focused, and gets straight to the point, perfect for snappy social media posts and ads. It leads with empathy, builds trust by addressing the emotional impact, and wraps things up with a clear solution.
If you want to make PASS even more effective, lean into storytelling. Avoid listing the problem and share a brief anecdote your audience can see themselves in.
For example: “Sarah, our boutique owner, tried product after product, each one promising miracles for her stress acne. But all she got was more redness and a dwindling bank account. Then, she discovered [Product Name]…”
The Pixar Formula – Timeless Storytelling Magic
Pixar’s formula is storytelling gold, crafted by the masterminds behind some of the most heartwarming and unforgettable tales. This framework taps into our innate love for cause-and-effect narratives, making it a perfect choice for storyselling that resonates and sticks.
Why does the Pixar Formula work?
Because it’s simple, familiar, and inherently emotional. It follows a structure we’ve grown up with in books and movies, making it easy for your audience to connect. It’s designed to evoke empathy, spark curiosity, and leave your audience feeling something real.
Here’s the Pixar Formula:
Once upon a time... Set the stage and introduce the character or situation.
Every day... Establish the norm, what life looks like before the big change.
Until one day... Introduce the inciting incident—what disrupts the norm.
Because of that... Show the ripple effects. This is where the stakes build.
Because of that... (Yes, another “because of that!”) Build on the tension and progress the story.
Until finally... Resolve the conflict with a satisfying conclusion.
Pixar Formula in Action
Let’s use a coaching business targeting entrepreneurs.
Once upon a time... Sarah was a solopreneur juggling a thousand things, trying to grow her business.
Every day... She worked long hours, took on every client she could, and constantly felt like she was running on empty.
Until one day... She realized she was burned out, her revenue had plateaued, and she needed help.
Because of that... She started researching business coaches but felt overwhelmed by all the options.
Because of that... She hesitated, thinking she should figure it out on her own—until she stumbled across a testimonial from a coach’s former client that mirrored her struggles.
Until finally... She invested in the coaching program, regained her clarity, and scaled her business without sacrificing her sanity. Now, she’s thriving and feels like the CEO she was always meant to be.
Why Does This Work?
The Pixar Formula also mirrors the natural flow of human experiences—normalcy, disruption, struggle, and resolution. It triggers universal emotions like hope, fear, and triumph, making your audience emotionally invested in the outcome.
When you apply this formula to your storyselling, you guide your audience through a familiar experience.
Use the Pixar Formula for origin stories or case studies. It’s perfect for showing how your brand, service, or product transforms lives or businesses.
The Empathy Effect in Storyselling
Storyselling taps into one of the most powerful tools in marketing—empathy. Telling the right stories in a way that resonates deeply is what turns even a faceless brand into a trusted partner. And empathy makes your audience feel seen, understood, and valued.
Storyselling works so well because:
Humans are wired for stories.
Stories activate multiple areas of the brain, making your message more memorable and impactful. And a well-told story shares information and creates an experience.Emotion leads to action.
People make decisions based on emotion and justify them with logic. You leverage this by stirring emotions first and backing them up with rational points.Empathy creates connection.
Empathy marketing sees the world through your audience’s eyes. When you aligns with their struggles, aspirations, or values, they feel like your brand truly “gets” them.It’s about creating a hero, not a brand:
Your audience is the hero, not you. The story isn’t “Here’s why I’m great,” but rather, “Here’s how I can help you be great.” This subtle shift creates a stronger bond and positions your brand as a trusted guide.
Honorable Mentions
While SAUCIE, PASS, and the Pixar Formula are my personal go-tos, there are plenty of other frameworks that can work wonders for your brand. Here are a few:
PAS (Problem-Agitate-Solution):
A classic and concise framework that highlights a problem, stirs up the pain, and then offers a solution.Future Pacing:
Paint a vivid picture of what life could look like after using your product or service. It’s aspirational storytelling at its finest.The 7-Point Structure:
A more detailed approach to crafting narratives, outlining key turning points from the hook to the resolution.The Hero’s Journey:
A timeless structure for epic transformations, perfect for origin stories or case studies.Save the Cat Beat Sheet:
A Hollywood favorite that breaks stories into bite-sized beats, ensuring emotional highs and lows are perfectly paced.Before-After-Bridge:
Show your audience where they are now, where they could be, and how your product/service is the bridge to get there.
Why These Didn’t Make the Cut
Each of these frameworks is powerful in its own right, but I gravitate toward SAUCIE, PASS, and the Pixar Formula because they feel natural for how I approach storytelling.
They blend creativity with strategy, emotion with logic, and they flow seamlessly into the kind of copy that connects, converts, and leaves a lasting impression.
Whether you choose one of these honorable mentions or stick to my top three, the key is to tell stories that make your audience feel something—and take action because of it.
Make It Stick
Real magic happens when your audience becomes the hero of the story. Offer what you do as the transformation they’ll experience because of you, keeping their hero’s journey alive and thriving.
And remember, empathy is your secret weapon—the kryptonite to their pain points. When you show your audience you truly understand their struggles, you’re creating a connection that lasts.
Storyselling takes your brand from “just another option” to unforgettable. It leaves a lasting impression that keeps them coming back for more.
Tell your story. Your audience is waiting.
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Challenge Tota,l: ~8,524
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