Jack learns that psychology isn’t just for weird dudes and people who wear cardigans. It’s for weird copywriters and marketers too.

Meet Jack, he’s a business owner with a product and a website and an office and several other businessy things. He started his business from his kitchen table, which worked well because he didn’t have to go far for lunch, but things grew and now everything is more complicated. Jack has costs like rent and salaries and other annoying things that he has to pay every single month. Also, he has to go and get his own lunch from the café down the road which does excellent croissants.

“I want to grow my business,” said Jack one sunny day.

He thought he was talking to himself, but Janice, the sales manager who always heated up smelly food in the microwave and stunk the place out, was wandering by.

“Grow it how?” asked Janice, taking a seat in Jack’s office and shovelling microwave salmon into her mouth.

Jack took a portable fan from his desk drawer and pointed it at Janice. “Well, you know our blog?”
“No”
“Neither do I. We should start one.”

And so, over the next few months, Jack and Janice (who now regretted wandering into Jack’s office) started publishing all kinds of stuff. Information on product releases, new hires and company updates received a couple of likes on Facebook. Information and, “how to,” guides were received well by Jack’s mum, who also offered a great review on Google, despite the fact she didn’t really understand what Jack did.

“What are we doing wrong?” asked Jack six weeks later. “I mean, we are blogging heaps of useful stuff, and nobody seems interested. I even spent a small fortune on AdWords, but that just increased the number of people coming to the site, not the number of people buying something. And in business, people buying things is good.”

Janice nodded in agreement. “Yes, it seems our blogging efforts are coming to nothing, and after all the research we did too. We scoured our competition’s sites and duplicated what they were doing. Heck, if you look at the language is almost identical. Surely our SEO rankings should be through the roof.”

It was then that Jack’s 13-year-old daughter with an attitude problem perked up, scaring the hell out of both Jack and Janice who had forgotten it was bring your daughter to work day.

“Your blog is literally the most boring thing that has ever been created in the history of mankind,” said Jenny,

Jack smiled. “Not literally because…”

“Literally,” interrupted Jenny. “Who talks the way you people write? I mean, have you ever walked up to someone and explained something you are passionate about in bullet points? Do you think that conversations are better if a minimum amount of words is used? You are trying to engage intelligent people, not robots who are waiting to receive your crappy information.”

“So what should we do?” Asked Janice, mentally throwing darts at Jenny’s head.

“Write in the same way you explain anything so that it’s relatable,” said Jenny. “Tell people a story, and take them on a journey. People are far more likely to get to the end of an article if they are reading a story, not ticking boxes. There is a reason that fiction always outsells non-fiction. It’s because people relate the stories they are reading to their own experiences, and go on the journey themselves.”

Jack nodded, and just for a moment didn’t hate having a teenage daughter. “So if we use storytelling to take people on a journey, we can make a point without them even noticing. In fact, we can help them learn in an enjoyable way.”

“Duh,” said Jenny, opening her copy of, ‘Teen Angst Magazine.’

And so, the story has a happy ending. Jenny used her time at her father’s office to read her entire magazine and then texted her friends telling them how lame her dad’s work is. Also, Jack and Janice probably came up with some good stories to share on their blog.