Ha! See what I did there?
And if you didn't, I apologize...
I don’t know when or why it happened, but over the last few years, I've welcomed the celeb drama and gossip into my life.
Like even though I can name, uh... three? songs between Drake & Kendrick, I REALLY want to know where all this beef came from. (I still don't know what's going on, btw. Feel free to hit "Reply" and fill me in. 😬)
I also want to know if Taylor Swift and Travis Kelce are a legit couple. Or is it a PR stunt? (A PR stunt, I say!)
And what’s the latest drama going on with Chappell Roan and that Hollywood Reporter writer, who snarked on her for calling out the music industry during her Grammy speech?
Whether you’re thinking, “OMG Rach I KNOW, why is that guy being such a jerk to Chappell??”...
Or you’re just like...
“Huh?”
…there’s a reminder here for us all:
Humans love drama.
It's a tale as old as time, and a lesson we can–and should–apply to our own copy for our businesses.
In this week’s issue of The Real Deal Digest:
💭 3 tips to make your website copy "the most interesting website on the net"
💭 Why using stories in your copy increases conversions
💭 The psychology behind drama (and how it keeps readers reading)
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Let me be clear: drama in your copy doesn’t mean becoming a Regina George or turning into a Gossip Girl.
(I’ve never watched that show… is that what they do? Gossip? Among girls? GG fans, LMK.)
Adding "drama" to your copy means you’re making your readers feel. You’re making them think.
You might make them laugh, make them grimace, or make them put their hand on their heart, going...
Writing copy that converts isn’t about hard selling or scaring your readers into buying from you. It's about connecting.
Like great cinematic storytelling, great sales copy takes your reader on a journey.
👉 An effective sales page leads your reader through a series of micro-transformations that put their thoughts & feelings front and center, turning your reader into the hero.
👉 An email sequence with high open rates and click rates creates a similar effect, except you’re showing them that transformation in smaller "bites." You might add an open loop–aka a cliffhanger–at the end of the email, to get your subscribers excited to read the next one.
And your website copy? Well, that should have drama, too!
Think:
- Headlines that make your dream client smirk
- A CTA button that’s clear AND follows the conversation your website is having with your reader
- Body copy that gets your reader’s eyes to widen and have them think, “How did they just read my MIND?”
See what's happening in all of these examples? Each one creates a feeling – whether it's amusement, recognition, or that spine-tingling "they get me" moment. That's the "drama" we're really talking about – those little moments of recognition and revelation that keep people scrolling, clicking, and coming back for more.
Let's talk about why this works, shall we?
Remember those celebrity stories I mentioned? There's a reason we (well, some of us) can't look away.
Our brains are wired for narrative - we're literally programmed to pay attention when we sense a story coming. It's the same reason you stayed up until 3 AM binging [latest Netflix true crime doc]. And hey, no judgment- I have to learn how they catch the killer, too!
When you weave storytelling into your copy, you're tapping into this same psychological principle. Studies show that stories can increase conversion rates by up to 30%. Why? Because stories:
- Create emotional connections
- Make information more memorable
- Help readers see themselves in the narratives
Just like how we're all invested in the Taylor-Travis saga (oh, wait... is that just me?), your readers want to feel that same pull & curiosity toward your content.
Of course, how much "drama" you mix into your copy solely depends on your brand and messaging. Some brands require very little... but they still need copy that connects with their readers.
If you're not sure how to add the feelings or your brand voice feels...off... well, you know where to find me. 😉
And if you read this whole email, thinking, "Pfft, Rach... I already know all this..."
Great! Keep on keepin' on, my friend! Hopefully you'll find next week's email more amusing, where I am DEFINITELY going to talk about what the heck is going on with Duolingo's social media team this week.
Get a little weird today (but maybe not as weird as Duolingo),
Rachael
P.S. You may have noticed that sometimes I add a poll at the end of my emails. I do it because 1) it's fun! and 2) it gives me feedback on what I should write more about, so you continue to find value in these emails. I'd love it if you took 1.5 seconds to participate! ⬇️
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Connect With Me Some Mo'! ⬇️
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| What's your biggest copy struggle? |
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After you vote in this poll, it will just take you to the results page. That's it. No hidden gimmicks here. But it will help me write better, more relevant emails in the future! So you should pick one. 😉
