Paula Green, an absolute advertising legend, was known for her ability to craft compelling stories that resonated with audiences. One of her most memorable works is the American Cancer Society ad promoting self-examination for early detection of breast cancer. Green, a breast cancer survivor herself, used her personal experience to create an emotional connection with viewers, effectively conveying the importance of self-examination.
It's a great framework to study when planning a sales copy, email, or social post.
When we read a good story in a sales copy, we don't notice (or even care) that we're being sold to. We feel smarter, inspired, and educated just for paying attention and that increases our desire to learn more and take the next step.Â
Here are 5 things we can learn from Paula Green and what You can do:
Make Your Opening line or headline about them.
"If you're a Woman, what you're about to read could save your life."
Have you ever noticed when B2B writes an announcement they always start from their perspective? "We are delighted this - We're thrilled about that..."
Â
It's a tell-tale sign of where the rest of the content is likely to go and it's the first thing that sends red flags to your reader. It tells them this post/article/email has nothing to do with you - You don't need to read it.
Â
Great communication begins with your audience.
You know and I know the importance of your content but your readers don't.
Â
Call your target readers out by putting them in your headline.
Tap into the gap in their knowledge and promise them what they will learn.
Keep that focus throughout your copy.
Let them know if they read more they'll have answers to their questions (You want your first sentence to pique your reader's curiosity to want to know more and read on as well as answer their most pressing question in the first sentence/paragraph).
Create Action:
"Do Something" "Ask your doctor," Write or Call," "Don't You Think?"
Â
Adding verbs, especially dynamic verbs implies movement. and helps nudge your readers to the desired action.
Â
You can also use 3 other techniques to up the drama. Add emotion, pose a question, and show a transformation.
Â
Imerys starts with a question and uses the verbs "Harness, Join, Swipe" to encourage their readers to "Stop by our website"
Details give credibility to your copy and help readers put themselves in the picture
"Once a month... while you're taking a shower."
Without details, a story can feel made up. Green not only sets the scene, she also writes specific, small, and sensory details such as the use of the after-shower routine - "dry, spray, powder" thus transporting readers into the story and making the message more tangible and easier to recall.
Evonik's content uses the same technique. The small details about their products keep the readers interested.
Focus on the one key insight or takeaway (OKIT)
"A few minutes out of your life."
Have a clear purpose
What do you want them to remember?
What do you want your reader to do next?
Instead of discussing the technical aspects of self-examination, Green focused on the life-saving benefits of self-examination with a direct call to action, urging viewers to perform regular examinations.
This provides the reader with clear guidance on what to do next.
Use Your Personal Experiences
 "it doesn't hurt, simple, it only takes a few minutes." "It's not complicated,"
Green used her personal experience with breast cancer to make the ad more relatable. She acknowledged the fear associated with self-examination and her words feel like she's talking to herself and in turn is able to calm the reader's possible anxiety.
You can humanize your content and make it more engaging by adding personal anecdotes, reflections, and case studies.
And that’s how to use storytelling.
Green's breast cancer awareness ad campaign for the American Cancer Society is a masterclass in turning stories into sales copy. It's credited with saving dozens of lives and continues to save lives.
Did you find this issue helpful? If you want your team to find their own A-ha moments — Just forward this edition of Why Our Words Work! with an invitation to subscribe